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Lay’s has decided to break the mold and show you there’s nothing to hide: 100% real potatoes, vegetable oil and a pinch of salt. To make it simple, +Castro and BBDO Argentina decided to use real potatoes to offer a Lay’s sampling in a unique venue in the main POS in Argentina by inviting people to insert potatoes in a special machine: The Lay’s Machine.
Pablo Garcia, Marketing Director at Pepsico Alimentos., commented:
This innovation at the point of sale not only reflects the spirit of the brand but also shows to perfection, from the experience, an intrinsic truth of the product. We’ve been working during these lasts months on a campaign focused on the concept that Lay’s is 100% natural potatoes and this machine let people experience this concept live, enabling us to influence the consumer in a key place– such as the point of sale
The first Lay’s machine is already working in a Walmart in Buenos Aires and it’s not activated with coins but with real spuds. When you insert a potato the machine is activated and you follow the entire process from raw potato to a Lay’s chip: washed, peeled, cut, cooked, salted and packaged ready to pop into your mouth fresh and hot from the machine.