a flavor movement

To launch “Life Needs Flavor,” a new global campaign for Lay’s, my team at VaynerMedia NY developed three types of social content to speak to the brand's millennial target: A playful hero video and a bank of GIFs to go with it, a series of recipe videos, and vibrant, abstract GIFs inspired by the brand’s flavors. The content made up the majority of creative work for a global social toolkit.

The campaign was all about transforming life’s mundane moments with Lay’s flavors. This is a brand with more flavors than any chip brand—more than 200 globally—and we wanted to use that differentiator to not only celebrate these unique flavors, but also position them a catalyst for the individuality of our target consumer.

Our hero video was born of one simple question: “How do you describe flavor without using words?”