Before launch: a popular tv hostess teases the audience about which star will act in the upcoming snack spot.First 2 weeks: Media opinion leaders make a fuss about the new trend the TVC star sets (gossip TV programmes, radio and articles).3rd Week: The media team recruits famous models and films them savouring the product on the Eurovision night.4th Week: The backstage videos are broadcast on lifestyle and gossip TV programmes and uploaded on youtube.

Over 1,200,000 people in the target audience were reached through this campaign.The incremental value of the PR reached 30% of the media budget.Right from the launch, Lay's Sensations sales out-performed plan by +114%