Lays : No One Can Eat Just One

Brand : Lays
Company: Frito Lay ( Pepsico Group )
Agency: JWT

If you believe that it is not possible to brand a commodity that too a food product and sell it at a premium, think again. You are mistaken. Ask any youngster what would he like as a snack food.Chances are that he will say Lays..

Lays from Fritolay : a group company of Pepsico India is the only money making machine for this global giant in India. Indian snack food business is a huge market to the tune of 17000tonnes out of which the branded foods contribute around 6500 tonne. In revenue terms, Indian snack food business is worth around Rs 2500 crore and growing. Lays commands a monopoly sort of position in the Potato chips category which is around 85% of the snack food market.

Lays is competing head on with the unbranded players in the market and if you look at the broader levels of competition , this brand is competing even with the snacks from our own kitchen. It is interesting to see how this brand has succeeded in the commodity business. It followed all the rules to perfection.
1. Quality: the brand offered superior quality compared to the other unbranded snacks there by reducing the risk to the customer . The crisp and beautifully packed chips were a new experience for the Indian consumer.
2. Value addition: the brand offers unimaginable range of potato chips with many flavors made especially for India. Together with many new international flavors, it easily caught the imagination of Indian consumer
3. Aggressive brand building: No one needs to teach Pepsico How to build a brand! Lays spent lot of money on brands building and once established were able to charge a premium for the brand.
Although initially Indian consumer were pissed off by the high price, slowly the brand established its credentials. The so called "Liberation child' and the software yuppies caught hold of this brand. These trend setters made this brand a must for looking cool in campuses. " Lays with Cola" began to take its toll on "Samosa and Tea".

Lays lavishly spent money on brand building. The ads were catchy and was positioning the product on the platform of "Taste" .The baseline ' No one can eat just one " is one of the most successful baseline in Indian advertising. The baseline is true also since the taste is compelling that no one can eat just one. The brand ambassadors Saif and Priety gave a cool attitude to this brand making it more interesting for the new generation. Lays have always tried to excite its fans by launching new flavors frequently. This ensured that the brand is never boring. The latest flavor is the Latino style. The company is going to focus on Music as a base for building this brand.

With ITC foraying into this business will see the market expanding . But Lays have put itself in a formidable position that is difficult to match. For now , No one can eat just one ...

Brand Update : Lays

What I have feared has happened. The brand mandarins at Pepsico or at JWT seems to be bored with the highly successful tagline " No one can eat just one". The brand Lays has changed its positioning statement to " Har Program Ka Main Food" which means " Main Food for All Programs" .

When the first TVC featuring this new tagline was aired during the world cup, I thought it was a temporary change in tagline to suit the event. But now the new tvc is on air with the same tagline. My personal feeling is that the brand has decided to try suicide because it is bored with the success. When no competitor is having the capacity to kill your brand, then why not try it yourself.
For so many years, the tagline "No one can eat just one" was able to communicate the brand DNA to the customers. Those who liked Lays would say with conviction that you cannot stop eating Lays. The creative guys at JWT had the flexibility of using this tagline to come out with new and different campaigns. But yet, someone out there felt experimenting.
The new tagline has taken the focus away from the USP of the brand ie. "Taste" to the " Usage Occasion " which is not a strong differentiator as the previous one. By doing so, the brand has given away the best differentiator it had...

It was the same case with Pepsi, it had the habit of messing up the tagline just in the name of freshness and experimenting. From the iconic tagline " Yehi hai right choice baby" to ?????? can anyone remember the new tagline?
I am not saying that the brand shouldnot experiment with its taglines and positioning. I am not saying that tagline is the MOST important brand element. But the point is that a change in the successful tagline should be guided by solid reason. Messing up a blockbuster positioning statement like " No one can eat just one" is going to cost heavily on this brand. Frito Lays may be investing lot of money experimenting new taglines in coming days... I pity them.

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Lays

Brand Update : Lays Wants to Make Your Moment Magical

This year, Pepsico has brought about another positioning change in its most successful snack brand- Lays. The brand  never really found a sustainable positioning platform ever since it ditched its " No One Can Eat Just One " tagline. The last tagline of the brand was " Be Dillogical " which was introduced in 2009. So for around two years, the brand managers tolerated the positioning. 

This year, the brand decided to experiment yet again with the tagline , bringing in the new one -  "Pal Banaye Magical " meaning " Making Moments Magical ". The brand is running the new campaign featuring the brand ambassador Saif Ali Khan.

Watch the ad here : Lays Pal Banaye Magical

The ad follows the usual theme of group of friends or protogonist ( disappointed because of  cancellation of some event, boredom, etc)  and how brands liven their moments. The idea ( theme) is not at all new and has been used by brands across the world. Recently Titan Raaga used similar theme using Katrina Kaif , Tic Tac also used similar theme and Nano has used somewhat similar idea for their new positioning effort. The expectation of something different was not met by Lays in the current campaign.

Regarding the tagline " Pal Banaye Magical " sounds good and the creatives can work on this theme with a variety of stories. But I would say that it never comes anyway near to the brand's original tagline.And these frequent changes in the positioning doesn't augur well for the brand's overall strength. 

The brand which started its journey by positioning on taste later moved on to occasion based positioning ( har program ka main food) then moved to a higher attribute like Dillogical and then finally to celebrate friendship and togetherness. How ever in the execution front, the brand was not able to bring in any magic to these concepts.

On the other marketing practices, Lays innovated on its range of flavors using customer co-creation. Through a nationwide campaign , the brand solicited ideas of new flavors from the consumers and was able to create lot of buzz in the market. This move also gave the brand lot of innovative flavors to work upon, engage with the customers and also strengthen one of its core attributes - taste and flavors. The move was the blunt or in other words establish points-of-parity with its competitor - Bingo. ITC's Bingo was highlighting its " variety of flavors "  as its USP. Through the co-creation campaign, Lays was able to convince the customers that it is able to innovate on flavors too.

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Lays : No one can eat just one

Brand Update : Lays Dillogical

Aliva : Thodi Sharafat, Thodi Shararat

Brand : Aliva

Company : Frito- Lay ( Pepsico Group)

Agency : JWT

Brand Analysis Count : 415

There is a new kid in the block in the Rs 10,000 crore snack food industry. Aliva is the latest launch from Pepsico in the intensely competitive Snack Food Industry. Every one in the branding world is excited about this launch since it is the major(food) brand launch from Pepsico since Kurkure.

Aliva comes in the category of Crackers. Cracker is a new category in the Indian market. The product is a combination of biscuit and Namkeen. Aliva ,if successful, will create a subsegment in the 1500 M ton Indian biscuit industry. According to news reports, the brand is trying to create a new category for itself just like what Kurkure did.Aliva comes in four flavors and is priced at Rs 12 for 60 gms ( introductory offer).

Since Aliva is trying to create a new category, it does not face any immediate brand competition . It faces competition from other categories of snacks . Aliva faces competition from the non-glucose biscuit brands like Britannia 50-50 and Parle Monaco and Sunfeast Snacky. ( read report here). Lays and Bingo also gives this brand a competition since all these brands are in the snack food business.

Aliva has roped in the actress Chitrangda Singh as the brand ambassador . Aliva is currently running its launch TVC across various channels

Watch the TVC here : Aliva

Just like Lays and Bingo, Aliva targets predominately youth and adults . The brand is being positioned as a healthy snack. The brand has adopted the tagline " Thodi Sharafat, Thodi Shararat " roughly translated to " Little Nice, Little Naughty ".

There has been various reactions to the launch ad. Read Afaqs review here and a view of ad man here

Frankly speaking, I think that the launch ad is nothing great to talk about. The theme is not new and there is no big idea. Britannia Bourbon is currently running a campaign similar to Aliva.

The brand could have come out with some clutter breaking stuff but chose to go for a lousy also-ran commercial.The tagline is also nothing to talk about compared to Lay's earlier campaign " No one can eat just one " or Bingo 's " No confusion, Great Combination". The launch ad also does not highlight the core positioning of a healthy snack. There was too much focus on the plot rather than the brand.

Having said that, the high profile media blitz will generate lot of trials.My 5 year old daughter has already demanded one. If the product delivers, then Aliva will just have to ride the wave. Lays became such a blockbuster product because the product delivered.

Aliva is a launch from a very powerful marketer . Hence the brand has a huge support base . It will be interesting to see how Aliva will make a space for itself.

Related Brand
Lays
Bingo

Brand Update : Lays

Lay's is on a repositioning mode again. The brand is currently running a new campaign with a new tagline " Be a little Dillogical ".

Dillogical is the new manthra for the brand. The newly coined term represents the logic of the heart ( I think So !). The new campaign with the new tagline how ever does not speak much about the new positioning.

Ever since the brand dropped its famous " No one can eat just one " tagline, Lays has never really caught the consumer's share of mind. None of the campaign with the tagline " Har Program Ka Main Food " really was as effective as the previous campaigns.

In my last post about this brand, I had criticized about the decision to change a famous tagline just for the sake of change . I think the brand never found its soul in the " program ka main food " tagline. This may have created the need for a new tagline.

I don't think that the Dillogical tagline is going to be any better than the last one. Pepsi is obsessed with Hinglish words , the recent one being Youngisthan.

In sheer share of voice and creativity, Bingo has clearly outsmarted Lays. The campaigns of Bingo has always been clutter- breaking and funny. Lays never was able to bring out a classy campaign after its repositioning.

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Lays

Brand Taglines : G to L

Brand Slogans and taglines ( G to L)

G

1. Gatorade : World's No 1 Sports Drink
2. Gariner : Take Care
3. Grasim Suitings  : For the self made
4. Graviera : Feel of Life
5. Gems ( Cadbury) : Rangeen Panda ka Rangeen Pasand
6. Gillette : The best a man can get
7. Go Cheese : 100 % Cow's Milk
8. Golgappa ( Parle) : Goli mein Golgappa
9. Getz ( Hyundai) : Getz You
10. Gold Winner : G For H, Gold Winner for Health

H

1. Horlicks : Taller Stronger Sharper/Family Nourisher
2. Hippo :Hippo Fights Hunger
3. Hero Motocorp : Hum Mein hain Hero
4. Hyundai : New Thinking , New Possibities
5. Honda  : The power of dreams
6. Happy Jam : Makes Everybody Happy 
7. Halls : Thandi Saans ka Blast
8. Hanes : America's No 1 Apparel Brand
9. HP : Computer is personal again
10. Harpic : Ready for Harpic Challenge ?
11. Havells' ECB : Shock Laga Kya ?

I

1. Idea : An Idea can change your life
2. ICICI Bank : Khayal Aapka
3. Indigo ( Tata) : A Class apart
4. Indica (Tata) : More car per car/ Sedan class ( Vista)
5. Indigo Airlines : On Time is a Wonderful Thing
6. Intel : Intel Inside / Sponsors of Tomorrow
7. Infosys : Building Tomorrow's Enterprise
8. Indigo Nation : Young Like That
9. IFB: Set Yourself Free 
10. Imperial Leather : Everyday Luxury
11. Inkfruit : Always On
12. ING Vysia Life : Mera Farz
13. IFFKO Tokyo : The life you desire

J

1. Jazz ( Honda)  : Why So Serious
2. J Hampstead : Nothing but the best
3. John Miller (readymades) : Good looking Rascal , Make it look easy
4. Johnny Walker : Keep Walking
5. Jeeva  : The complete Ayurvedic Soap
6. Jaguar : As Alive as you are
7. JK Tyre : Total Control
8. J&K bank : Serving to empower
9. Jumpin ( Godrej) : Peeke sub kahe mmmm/Sip sip mein boing boing
10. Joy Alukkas Jewellers : World's Favorite Jeweler

K

1. Kurlon : India's Largest selling mattress
2. Kamasutra : What do you want to be tonight
3. Kingfisher : The King of Good Times
4. Kohler : The Bold Look
5. Kara Skincare Wipes : At Your Best Always
6. Khaitan : Bas Naam hi Kaafi hain
7. Kinder Joy : Surprise Inside
8. KitKat : Have a break, Have a KitKat/ Kitkat break banta hain
9. Kelvinator : Its the coolest one
10. Kent Water purifier : Now Live a healthy life with Kent
11. Kangaro : Organizing documents world over
12. Kinley : Boond Boond Mein Vishwas
13. K-Series Engine : Leaner Meaner Fitter

L

1. Lux : Filmi sitaroan ka soundarya sabun
2. Lifebuoy : Lifebuoy hai jahan thandurusty hain vaham
3. Louis Philleppe : The Upper Crest
4. Lays : No one can eat just one/ har program ka main food/Dillogical/ make your moment magical
5. Limca : Lime'N'Lemoni/Doobo Taazgi Mein
6. LMN : LMN LMN LMN ( Emergency Lemon Refresher)
7. Lux innerwear :Apna luck pahenke chalo/ Comfort for everybody
8. La Opala : Adding style to your lifestyle
9. Lenovo : For those who do
10. Levi's : Go Forth
11. Lee : Sticks to you like it loves you

Brand Tagline A-F

Stop Not : Whatever Happens !

Brand : Stop Not
Company : Perfetti van Melle

Brand Analysis Count : # 505

Perfetti Van Melle ( PVM) the leader in the Indian confectionery market and a master marketer who built brands like Alpenliebe, Centerfresh etc has ventured into Indian snacks market. In its biggest diversification, PVM launched its first brand Stop Not in the Indian market. 

Indian snacks market has been a lucrative market thanks to the impulsive great Indian middleclass. Indian consumers has always pampered themselves with  homemade snacks and marketers lured them to switched to packaged snacks. ET has pegged the Indian snack market at Rs 12000 crore ( source) and Hindu Business line puts a figure of  Rs 3000 crore for the packaged snack market . The market is highly competitive and has seen many brands burning out because of intense competition. 

Stop Not is launched in two formats - Stop Not FOFS - which is a filled snack and Stop Not GOLZ which is in the form of rings.The product is made for India using rice and wheat flour and comes in Indian flavors like Yummy Tomato, Khatti Meethi, Spicy South etc.

The main differentiator for  the brand is its packaging and product attribute of   "filled and not fried ". The packaging really is clutter-breaking and gives lot of visibility to the brand.The packaging can also repel many  consumers. The brand has tried to emulate the packaging strategy adopted by Hippo brand of snacks.

Naturally a product launch from a company like PVM evokes lot of interest among the marketers. Marketing enthusiasts look forwards to some clutter-breaking campaigns from a star marketer like PVM. 

Stop Not brand is currently running its launch campaign for its GOLZ variant.

Watch the ad here : Stop Not Golz

The launch ad is nothing but a complete letdown from PVM. Nothing is new in the ad that will create any meaningful impact for the brand. The concept of " taste to die for " has been raped many times by many brands. Wonder why PVM chose to air such a commoditized idea  as its launch campaign.

Stop Not has chosen the tagline " Whatever Happens " relating to addiction to taste. It is interesting to note that the brand is trying to take the earlier positioning - " No one can eat just one " of Lays. Lays had discarded this position and Stop Not is trying to capture that vacant space. But the creative was a big letdown in this regard . 

The clutter-breaking packaging may induce lot of trials by the consumers but the sad fact is that the brand campaign has failed to create any excitement about the brand. Let us wait and see " What ever that happens " to the brand.