Lay's - More Spice Less Stress

Recognizing the heightened desire for stress management among college students, Lay’s Potato Chips connected their product to emotional comfort and launched a fresh product called “Lay’s Big Wave.”

Its rich, crunchy texture and enjoyable crispness led to its rapid rise as a favoured snack among students, providing both a flavourful experience and a source of stress relief.

At the same time, Lay’s tapped into students’ interests and daily life. Their first stop was the Strawberry Music Festival, a well-known escape for the younger crowd to unwind, where they unveiled “Big Wave” chips as the ultimate treat for relaxing amidst the fun.

Partnering with eight top universities, Lay’s targeted the pressure-filled exam season when they presented two new offerings and started an initiative called the “Exam Season Stress-Relief Alliance on Campus.”

The campaign found a strong connection with students, leading to enthusiastic involvement. By June 2024, the hashtag #MoreSpiceLessStress had reached over 1.2 billion views on Weibo and 250 million views on Douyin.