30% of consumers do not believe Lay’s are made from real potatoes. In a heavily saturated snacking space, Lay’s wanted to find a way to share this message in a way that felt innovative, and also targeted Lay’s fastest growing segment – the Hispanic market. So to connect with them and freshen up the perception of Lay’s as a classic brand, Lay’s partnered with Anitta, who has fans all over the world – namely Latin America and the US. The objective was to use real Lay’s potatoes to create an energetic music track and engaging content to revitalize Lay’s in consumers’ minds.

Real potatoes are the power behind Lay’s potato chips. But they also have the power to do so much more. So, just like the science experiments from our childhood where we used the electricity generated from potatoes to power small lights, we harnessed the power of thousands of Lay’s potatoes to bring Anitta’s fans a remix of one of her most popular songs. This not only reinforced the quality of Lay’s potato chips by using real Lay’s potatoes, it was an innovative way to connect with our audience.

Anitta is an immensely popular artist with over 63.3 MM followers on Instagram, numerous awards from MTV VMAs and nominations from Latin Grammys. But more than that, she is also known for being authentic – just like how Lay’s are the real thing, made with real potatoes.

Her hit song “Envolver” also topped the daily global chart on Spotify and went from 82 to 19 on Billboard in just one week.

So we decided to integrate Lay’s with the power of Anitta’s music by remixing her smash hit with the power of real potatoes.

99% positive brand sentiment

2 billion+ global impressions

223M Total Social Engagements

3.4 MM Video Views

38% Avg Video View Rate

Total of 6.55M mentions of Anitta X Lay’s in the month of January