Background:

In Romania, Lay's had two funny endorsers who always poked each other, with any chance they got.

Campaign:

Together with Lay's, we made the most unusual promotion, creating buzz and inviting people to join the conversation. We launched 3 new Lay's flavors without saying what they were. People had to guess what those flavors were.

Our celebrities competed in who finds out the secret flavors first. So they hit the streets and started asking people.

This was an integrated campaign, and I worked as a copywriter on the idea from start to finish, ensuring I covered every touchpoint.

Teasing TVC

TVC

Online clues

Agency: Grafitti BBDO
CD: Vlad Lazar
CW: Celia Draganoaia
AD: George Popa

2014