Hira Mohibullah
Lays flaming hot.jpg

Lay's: Flaming Hot

Lay’s Wavy was all set to launch its Flaming Hot flavor- but there was one little issue. Cheetos and Kurkure (both brands of the same company) had the flaming hot offering.

How did we avoid cannibalization? By turning the launch into a three-way rivalry amongst the brands, and asking people to vote in their favorite.

The launch film had a simple premise. Lay’s Wavy is hotter than everything. Gossip, dance routines, and even the hottest news out there!

We took the analogy up a notch by assigning the hottest musicians to each flavor and pitting them against each other in a PR generating concert.

We took the analogy up a notch by assigning the hottest musicians to each flavor and pitting them against each other in a PR generating concert.