Pepsi Foods recently released a new television commercial for its Lay’s brand of potato chips. Called ‘Do the Tango’, the campaign is the latest in the series of ads to communicate the irresistible taste of Lay’s potato chips.
While retaining the core Lay’s values of a youthful, fun, natural campaign, this TVC aims to refresh the campaign in a youthful setting, with its vibrant colours, a foot tapping Latino background score, inclusion of Tango movements, and great appetite appeal of the popular Spanish Tomato Tango flavour in the storyline.
Sucheta Govil, Marketing Director, Frito Lay, affirmed, “The objective of this TVC is to refresh the appeal of Lay’s Spanish Tomato Tango flavour – the taste of saucy tomatoes on chips for consumers. The ‘Tango’, while currently a very popular, vibrant urban attraction (with a lot of young people flocking to dance studios to learn the dance form), is also the spirit of the Lay’s flavour being promoted by the TVC – Spanish Tomato Tango. In fact, consumers in research groups often equate the ‘Tango’ in the product name with the tanginess of the product as well as a youthful, energetic dance form.”
The commercial has been created by the company’s long standing agency, JWT India, and the TVC comes across a very pleasant, romantic comedy type. Saif Ali Khan, who has been Lay’s brand ambassador since early 2003, definitely is working the magic.
“He embodies Lay’s values of youthfulness, aspiration, modern, fun and naturalness. Khan has always appeared in Lay’s commercials as well integrated in the storyline (as against any attempts by the brand to use him as the Bollywood star that he is), and the proponent of the irresistibility challenge – ‘I bet you can’t have just one’. This association has worked well for the brand, which has had double digit growths year-on-year for the past few years,” Govil added.
The TVC-on-air campaign will be supported by point-of-purchase material, outdoor ads as also the cinemas in key cities across India. As far as marketing spends are concerned, the company supports the brand as required in a fast growing and competitive macro-snack environment while ensuring share of voice leadership in the potato chips category.
On the targets for the year-end, Govil said that the company aimed to maintain its position of strength as the No 1 branded potato chip in India.