The producer of Lay’s has developed a new concept for promotion of its potato chips Lay’s Sensation in Russia. The brand (which belongs to PepsiCo) gives every lady an opportunity to feel like a queen, with the chips, of course.
The campaign of the “elite” chips is targeting at women and is promoting variously flavoured chips among the visitors of www.layssensations.ru. The brand is surethat every lady is a queen and is worth being served the most exquisite and non-conventional dishes cooked by the best chiefs around the globe. The website has an interactive test titled “What kind of Queen am I?”, an on-line feature for trying on one of the queen’s outfits and several exclusive recipes.
With the help of the ad campaign the brand is trying to attract young middle and upper-class women from big cities, who enjoy reading glossy magazines and shop at luxury stores.