PepsiCo Design and Innovation · CLIENT: PepsiCo Design & Innovation
Lay's More Belgian Really Impossible is a limited edition packaging design for potato chips sold in Belgium. The packaging presents two new local flavors developed with Brussels Ketjep. Belgian consumers were invited to submit design concepts with a strong local character, and the two most voted concepts were featured and credited on the packs. The approach responds to a snack market in which local brands offer relevant flavors and claims. The design aims to retain current buyers of the Lay's brand and to attract new ones.
Press Kit
- Unique Properties
- In recent years, the global snack market has become more competitive than ever, with more local players in the space introducing relevant flavors and product claims. In Belgium, it was time for the Lay’s brand to launch new flavor innovations and try a new design approach to both retain current brand loyalists and acquire new consumers. Partnering with Brussels Ketjep, Lay’s launched two new iconic and localized flavors for the Belgian market.
- Inspiration
- Lay’s decided to directly engage Belgian consumers in the design process by challenging them to come up with design concepts “so Belgian” that they would spark fun and capture authentic local insights. The two most voted designs would then have the honor of being featured and credited on #MoreBelgianisReallyImpossible limited edition packs and win 5000€ for their contributions.
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