Lay’s, Thailand’s best-selling potato chips by Pepsi-Cola Thai Trading Co., Ltd., a local arm of PepsiCo Inc., keeps Thailand’s Bt12-billion valued potato chips segment exciting by launching a breakthrough product called Lay’s CoolingTM – potato chips coming with cooling sensation.
Aiming to strengthen its leadership position as a trendsetter and innovation driver for Thailand’s Bt38-billion salty snack market, Lay’s has spent more than a year developing and innovating this new product to surprise Thai consumers with a secret recipe that leaves a cooling sensation when eating.
Debuted in Thailand for the first time, Lay’s Cooling offers two new flavors of potato chips namely “Icy Lemon” and “Melon Bingsu”. Both new flavors are inspired by ones of the most loved summer recipes; iced lemonade and a popular Korean shaved ice dessert topped with melon.
Aiming to strengthen its leadership position as a trendsetter and innovation driver for Thailand’s Bt38-billion salty snack market, Lay’s has spent more than a year developing and innovating this new product to surprise Thai consumers with a secret recipe that leaves a cooling sensation when eating.
Debuted in Thailand for the first time, Lay’s Cooling offers two new flavors of potato chips namely “Icy Lemon” and “Melon Bingsu”. Both new flavors are inspired by ones of the most loved summer recipes; iced lemonade and a popular Korean shaved ice dessert topped with melon.
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Currently, Thailand’s salty snack industry is valued at Bt38,457 million1 and sees continued growth during the first two months of 2019, with a high year-on-year growth of 8.1 per cent2. Of the total value, the potato chips segment representing Bt12,499 million3 is the highest performing segments, with 14.3 per cent growth4 comparing to the same period last year.
Khanitha Taweepon, marketing manager for Lay’s brand of Pepsi-Cola (Thai) Trading Company Limited, says, “As a global snack brand and market leader in Thailand, Lay’s has been a major player driving the market through new product launch and exciting marketing campaigns since the beginning of this year. We started 2019 with the launch of Lay’s SHOCK to excite young consumers with two new flavors chips; Lay’s Nori Seaweed with hidden wasabi chips and Lay’s Hot Chili Squid with super sour chips. We came up with the long-awaited flavor Lay’s Salted Egg in February to deliver for the growing trend of salted egg craze in Thailand.”
“This summer, we are very proud to introduce our latest innovation Lay’s CoolingTM which gives a perfect combination of tastiness and coolness. This limited-edition product will be available only from April to July this year. It comes with a wide variety of pack size; 13-gram at Bt5, 26-gram at Bt10, 46-gram at Bt20, 70-gram at Bt30, and 155-gram at Bt57, and is now available at mom-and-pop stores, convenience stores, supermarkets, and leading department stores nationwide,” added Khanitha.
The brand has allocated Bt80 million for a fully-integrated marketing campaign anchored by a new TV commercial featuring a popular actress and model Davika ‘Mai’ Hoorne as the newly-appointed brand ambassador to introduce Lay’s CoolingTM to Thai consumers. The launch is backed by other supporting media, ranging from out-of-home to in-store and point-of-sale media, as well as digital and online. On-the-ground activations at key music events during Songkran festival are also planned to boost the buzz, both in Bangkok and upcountry.
The launch of innovation and new product is to emphasize on the brand’s latest global proposition “Life Needs FlavorTM” which aims to celebrate the many ways in which consumers choose to live their lives more flavorfully and showcases how Lay’s can make everyday moments more flavorful.
Get updates about Lay’s on LaysThailand Facebook and the LaysThailand official account on LINE application.
Khanitha Taweepon, marketing manager for Lay’s brand of Pepsi-Cola (Thai) Trading Company Limited, says, “As a global snack brand and market leader in Thailand, Lay’s has been a major player driving the market through new product launch and exciting marketing campaigns since the beginning of this year. We started 2019 with the launch of Lay’s SHOCK to excite young consumers with two new flavors chips; Lay’s Nori Seaweed with hidden wasabi chips and Lay’s Hot Chili Squid with super sour chips. We came up with the long-awaited flavor Lay’s Salted Egg in February to deliver for the growing trend of salted egg craze in Thailand.”
“This summer, we are very proud to introduce our latest innovation Lay’s CoolingTM which gives a perfect combination of tastiness and coolness. This limited-edition product will be available only from April to July this year. It comes with a wide variety of pack size; 13-gram at Bt5, 26-gram at Bt10, 46-gram at Bt20, 70-gram at Bt30, and 155-gram at Bt57, and is now available at mom-and-pop stores, convenience stores, supermarkets, and leading department stores nationwide,” added Khanitha.
The brand has allocated Bt80 million for a fully-integrated marketing campaign anchored by a new TV commercial featuring a popular actress and model Davika ‘Mai’ Hoorne as the newly-appointed brand ambassador to introduce Lay’s CoolingTM to Thai consumers. The launch is backed by other supporting media, ranging from out-of-home to in-store and point-of-sale media, as well as digital and online. On-the-ground activations at key music events during Songkran festival are also planned to boost the buzz, both in Bangkok and upcountry.
The launch of innovation and new product is to emphasize on the brand’s latest global proposition “Life Needs FlavorTM” which aims to celebrate the many ways in which consumers choose to live their lives more flavorfully and showcases how Lay’s can make everyday moments more flavorful.
Get updates about Lay’s on LaysThailand Facebook and the LaysThailand official account on LINE application.
