To celebrate the beginning of Spring 2021, Lay’s launched three limited-edition flavors inspired by popular Chinese ingredients Sakura, Chestnut, and Waxberry. Each pack’s artwork channels China’s artistic and culinary heritage to build an exciting, modern legacy for Lay’s China.
China’s trend-chasing consumers are always looking for new and experimental products. To meet the Chinese demand for bold snack options, we sought local flavors we could launch in engaging and seasonal snack packs. Through trend research and consumer insights, we learned that COVID-19 travel restrictions had led young people to embrace a new trend: Chinese heritage. The task was clear: to stand out in China’s diverse snack market, we needed to tap into China’s national pride.
To do this, we identified three distinct flavors, Chestnut, Waxberry and Sakura, that spoke to China’s heritage and trends. Each pack draws on Chinese artistic styles and motifs like detailed wood, ceramics, and blossoming flowers.
By identifying local influences and infusing them with a fresh perspective, we were able to launch Lay’s Spring LTO as a celebration of great taste.