Lay's wants to become more relevant as a brand; though the Lays brand has been around over 80 years, it lacks a clear or strong identity/voice in popular culture. So we decided to dip Lays in pop culture to give the brand a fresh new personality and make it relevant in a whole new way to consumers.

Introducing Lay's Gold: the original Golden Potato Chip.

Lay's is making everyone acknowledge the potato for what it truly is: fabulous.

This luxurious campaign will feature and be endorsed by the world’s biggest celebrities in a 360 spread across digital, print and out-of-home. Feel the luxury of Lay's and bring it Back to Bougie - with Lay's Gold.

Advertising Competition
Spring 2020
Dennis Lee & Andrew Kim

Partnered with Kiki Dhal, Rhema Gabriela