Lay’s® is always innovating with new flavors and formats to delight and entice consumers. Lay’s Truffle® is a new gourmet Limited Time Offer (LTO) inspired by classic culinary ingredients, available for purchase in Thailand. The Lay’s team noticed a trend that consumers were seeking out the Lay’s Truffle flavor in other markets online, and were paying a significant upcharge to have them shipped to Thailand. It was clear there was an opportunity for the sought-after Lay’s Truffle flavor to expand to the Thai market and grant the wishes of consumers for a new and exciting taste experience.

Since this is the first premium gourmet chip flavor available for purchase in Thailand, this groundbreaking product needed a luxurious look to match the sophistication of the Lay’s Truffle flavor. The Design Team created LTO packaging, graphics for the launch, as well as merchandise to activate the new Lay’s Truffle flavor.

Elevating the Lay’s packaging was a priority, so we included gourmet cues such as aroma-inspired patterns, truffle textures and a complementary bronze highlight. The packaging’s vibrant royal purple substrate, reflecting the existing color of Lay’s Truffle flavor in other markets, immediately grabs the consumer’s attention while a variety of shades of lavender create a sense of depth. Lay’s concentric circles were artfully applied and accented with artful details to complete the premium look and feel. The Truffle flavor is clearly cued in a casually flourished font and reinforced with appealing ingredient photography.

To celebrate the occasion, Lay’s created a pop-up 5-star dining experience at downtown Bangkok's Centralworld, one of the city’s biggest department stores. We partnered with up-and-coming Thai chefs who presented a complimentary Lay’s Truffle tasting menu, in a custom designed glass house over the course of two weekends. Guests were treated to a special box set of premium Lay’s flavors, including Smoked Salmon, which sold out in a three-day online promotion with Grab Food.