미국의 유명 감자칩 브랜드 Lays가 만든 독특한 포장지가 화제입니다. Lays는 30명의 미소를 담은 포장지 디자인인 'Smiles' 포장지를 선보였는데요. 구열 질환을 가진 저소득층에게 외과적 치료를 제공하는 의료 자선 단체 인 Operation Smile을 위해 100 만 달러를 모금하기 위한 캠페인이라고 합니다.
코로나로 인해 오프라인으로 사진 촬영이 어려워지자, 모델들이 보내준 셀카를 CG처리하는 식으로 작업을 했다고 하네요. 포장지의 QR코드를 스캔하면 각 포장지에 있는 사람들에 대해 자세히 알아볼 수 있도록 하였습니다. 지금까지 약 71,000명 이상의 사람들이 코드를 스캔하였다고 합니다.
Lay's 'Smiles' packaging returns as counterpoint to masked and unhappy faces
Lay's "Smiles" campaign is proving to be an enduring effort for the snack brand with its third iteration in the past few years. The campaign takes on new relevancy this year and could have a greater emotional impact for consumers who may be seeking more joy in their lives as masks prevent them from sharing smiles, on top of having a long list of things to be worried about in a year that's seen a pandemic, economic turmoil, natural disasters and social unrest.
A strong reception for previous iterations of the campaign could be one reason for its longevity. Lay's last year printed QR codes on chip bags, letting consumers scan the special codes with their smartphones to learn more about the person featured on each bag. More than 71,000 people scanned the codes, a sign that consumers sought to engage with the campaign after buying Lay's chips.
QR codes have made a comeback in recent years with improvements to the mobile-based technology that supports a variety of marketing applications and transactions. Burger King, for example, has included QR codes in recent campaigns, including several TV commercials during the Video Music Awards on MTV, and its "QR Whopper" giveaway that asked viewers to scan a QR code floating around the TV screen for a chance to win free food.
Lay's reboot is the latest example of how marketers have shifted plans for photo shoots during the coronavirus pandemic. Instead of bringing its "Everyday Smilers" to Dallas for a professional photo shoot in March — just as many cities and states were enforcing temporary lockdowns — Lay's quickly pivoted by sending instructions on how to take a selfie with a smartphone.
Lay's leveraged CGI technology to meet safety demands, a sign of how imaging technology has gained traction during the pandemic. Advertisers also have turned to "deepfake" technology to alter digital images and create video commercials as the pandemic temporarily prevented live shoots. State Farm Insurance, for example, developed a commercial with doctored footage of ESPN anchor Kenny Mayne to make it appear as though he were broadcasting in the late 1990s, The New York Times reported. Before the pandemic started, Lay's sister brand Doritos used a new app called Sway: Magic Dance to let mobile users create augmented videos based on its Super Bowl commercial showing singer Lil Nas X and actor Sam Elliott in a dance battle over Cool Ranch tortilla chips.
Lay's focus on community impact comes as more brands aim to demonstrate their commitment to helping others, a message that has become heightened during the pandemic and calls to end racism. Clothing retailer Gap recently kicked off its "Stand United" campaign to promote diversity and inclusion, a message that's likely to resonate with consumers who said they want brands to address social issues including racism, per a recent study.
Parent company PepsiCo is seeing strong growth in its Frito-Lay snack division as more consumers eat at home instead of going out to restaurants or having lunch at the office or in school. Frito-Lay North America reported sales growth of 6% in Q2 from a year earlier, contrasting with PepsiCo's 3.1% drop in revenue as soft drink sales slipped with the closures of restaurants, movie theaters and sports stadiums, CNBC reported. The snacking mini-boom led PepsiCo to launch two direct-to-consumer (DTC) websites that let people order products for home delivery, including one dedicated to its snack brands. Snacks.com has more than 100 Frito-Lay products including Lay's, Tostitos, Cheetos and Ruffles, as well as dips, crackers and nuts, Marketing Dive's sister publication Food Dive reported.