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With Lay's losing relevancy amongst Generation Y (Millennials), we aim to introduce a tone and voice to connect with the audience.
#SaltyNotSorry is an integrated campaign encouraging people to be honest and have a good time, no matter the situation. According to Urban Dictionary, the word “salty” is to be bitter or upset. However, thanks to pop culture, the term has generated a trend of memes that we can laugh about. With #SaltyNotSorry, we aim for people to experience fun moments of enjoyment with any interaction throughout their day.
This is a group work by students of Miami Ad School for an assignment. We are submitting this campaign for a Graphis award with encouragement from our instructors.