This PR campaign for Lay's potato chips in Belarus will include a limited production of new chip flavors mixed in each bag, along with a holiday game where participants can suggest names for the flavors and vote on their favorites. Winners will receive prizes from Lay's. The campaign will run from December 2017 to January 2018, and will also have a charitable component where some proceeds will be donated to orphanages.

1. New Year PR
campaign for Lay’s
2018
Alexandra Gruznevich
Valerie Borodatch

2. • We created a PR
campaign for Lay’s in
Belarus.
• It will take place in
December 2017 - January
2018.
• It includes a limited
production of new
flavours of chips and a
holiday game with prizes.
• It is also a charitable
project.

3. classic flavors in Belarus
salt crab cheese green onion
sour cream
and onion
barbeque
pickled
cucumber
white mushrooms
and sour cream

4. • Have you ever found it hard to pick one
flavour of Lay’s out of your favourite
ones?
or perhaps
• Have you ever bought a pack of Lay’s and
thought to yourself that you wanted to
taste several flavours at once?

5. This winter we present to you a limited edition of
a mix of classic flavors:

6. • Each new flavour will have a unique festive packaging.
• A mix of flavours means that inside the pack you will find chips with
two different flavours.
• Inside each pack of chips there will be a piece of paper with a fortune
letter.

7. Holiday game
• The goal of the game is to come up with a name for
each of the new flavours.
• A web-site will be created and every participant will
be able to enter his suggestions. Then everyone can
vote for the best name of the flavour, and the one
that gets the most votes will win.
• There will be one winner for each flavour, and each
of them will get a 3 kg pack of the special flavour
chips and an excursion to the Lay’s factory in Russia.
• The authors of the second best names of the flavours
will get a 10 kg sack of potatoes.
• Other participants will get small gifts from the
company: Christmas tree toys and plush toys.

8. Charity part
• 12% of the price of each pack of special flavour chips will be spent on
Christmas presents for children in orphanages.

9. Advertising
• During the campaign TV and big board advertisements will be
launched.
• The main message will be that Lay’s can bring together people with
different views and tastes, because now you can have two different
flavours in one pack.