Lays: LAY'S MACHINE

Credits & Description:

Type of entry: Ambient

Category: Special Build

Advertiser: PEPSICO ALIMENTOS

Product/Service: LAY'S

Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA

Advertiser PEPSICO ALIMENTOS

Product LAY'S

Entrant BBDO ARGENTINA Buenos Aires, ARGENTINA

Type of Entry: Ambient

Category: Special Build

Title: LAY'S MACHINE

Advertiser/Client: PEPSICO ALIMENTOS

Product/Service: LAY'S

Entrant Company: BBDO ARGENTINA Buenos Aires, ARGENTINA

DM/Advertising Agency: BBDO ARGENTINA Buenos Aires, ARGENTINA

2nd DM/Advertising Agency: +CASTRO Buenos Aires, ARGENTINA



Ramiro Rodriguez Cohen/Rodrigo Grau (Executive Creative Director)

Nicolás Pimentel (Director Of Innovation) (Creative Director)

Patricio Del Sante/Andrés Aguilar/Manrique Alvarado Soto (Copywriter)

Carlos Muller (Art Director)

Pablo García/Alfredo Della Savia (Advertiser's Supervisor)

Pedro Saleh/Nicolas Ferrero/Sofía Mason (Producer)

Agustin Gosende (Director Of Technology)/Nazim Moises (Director Of Animation) (Other Credits)



Description of Ambient execution

Lay's is by far, the most popular chip in Argentina. But many people still think they are not

made of real potatoes. We had to change that by letting people experience the hole process of

making a potato chip so they can realize what the best chips are made of: just potatoes,a

punch of salt and oil. We wanted to show people that we had nothing to hide. What did we do to change this perception? A sampling. A sampling that uses a product

demo. We developed the Lay's machine and surprised people at the supermarket.

We placed stickers on the potatoes saying 'Make me happy. Take me to the Lay's machine'.

People took the potatoes to a special vending machine that only worked with potatoes instead

of coins.It took more than 6 months to develop the the Lay's machine. It included a movement sensor so when a potato was dropped in, it activated a one-minute video that highlighted a list of

the six steps of washing through packaging. There's even a heater at the bottom so the pack

was dispensed to the shopper warm, like a freshly cooked potato.

It was a technological challenge that gave Pepsico the opportunity of bringing an internal truth

(cooking process) to the consumers, so they can experiment the concept that the company

has been working on:100% natural and real potatoes.