PepsiCo’s Lay’s Wafer Style Chips Drove +25 Point Lift in Message Awareness


Ad awareness


message awareness


impressions (national lens)


average playtime (national lens)

The Story

PepsiCo wanted to celebrate their newest product, Lay’s Wafer Style, as part of their #PaperThinWaferThin campaign. To showcase the thin-sliced, magically light and “paper-thin” chip and deepen consumer engagement — particularly with the Snapchat Generation, their primary target audience — the brand leveraged Snapchat’s AR technology to create an AR Lens in which Snapchatters could participate in a magic trick to see themselves disappear and reappear, a fun play on how the irresistible Lay’s Wafer Style chip disappears when flipped on its side — because it’s as thin as paper!

The Solution

With the aim to further draw attention to the thinness and crispness of the chips, PepsiCo India devised a special digital campaign – Paper Thin, Wafer Thin – for fans to provide an elevated snacking experience in signature Lay’s style. The genesis of Paper Thin, Wafer Thin stemmed from the texture and look & feel of the Lay’s Wafer Style chip –  so thin that when held at a certain angle, they nearly disappear, like magic! This presented the opportunity to magnify the ‘magic’ of the irresistible and flavourful chip. Thus, an experience using magic tricks and illusions to accentuate the thinness of Lay’s Wafer Style chips was created. The brand used non-skippable commercials to amplify the share of voice and key campaign message: #PaperThinWaferThin.The brand also integrated Snap Ads to drive awareness and deliver their message across various demographics.

The Results

PepsiCo’s full-funnel campaign for Lay’s Wafer Style made a splash on Snapchat, increasing awareness and reaching a larger audience. The brand lifted ad awareness by +12 points and message awareness by +25 points1, with an average of 13.21 seconds of Lens playtime and 46 million impressions from the National Lens2.

“Our partnership with Snapchat has resulted in an impactful activation that has not only increased visibility of one of our latest launches, Lay’s Wafer Style, but also brought alive the key messaging of the #PaperThinWaferThin campaign. As a youth-centric brand that is widely loved across the nation for its irresistible taste and innovative flavors, this unique filter has deepened consumer engagement amongst our primary audience of millennials and Gen Z”

—Shailja Joshi , Director of Marketing, Potato Chips Category , PepsiCo India

1 Snap Inc. internal data, January 14– January 31, 2022
2 Snap Inc. internal data, January 18, 2022