UPDATED: Lay’s bet on 2 celebrities, Puya and Cabral, in its latest campaign in Romania

Cristina Blanaru Ads, Creativity

(adds info on the campaign from agency’s side)

Cabral and Puya are starring in a new Lay’s campaign, “Lay’s comes with a super-pot, money in the bag and in the suitcase”, continuing the collaboration started with PepsiCo in 2013. The campaign has the biggest money prizes that Lay’s put up for grabs until now, and Cabral and Puya are the characters of the TV ad. The 2 celebrities are interpreting the song “Bagă bani” in their own way, offering to consumers details on how they can win the prizes.

As we got used already, Puya and Cabral are perfectly surprising Lay’s spirit also in the new ad, and the collaboration with them is a pleasure for us. with “Baga Banii”, we aimed to communicate to consumers, in a funny and entertaining manner, details on the extremely attractive prizes offered as part of the campaign. This kind of campaign is already a tradition for Lay’s, and this year, the total prizes reach the highest value of Lay’s history in Romania:  RON 1.35M

Alina Imbrea,

Marketing Manager Snacks East Balkans, PepsiCo.

Lay's_Puya si Cabral la fimari

As part of the campaign, on the Romanian market there were launched 600,000 lucky bags of chips that offer consumers the opportunity of winning cash immediately. Also, they can win a suitcase with RON 10,000 per day, for 35 days.

Consumers can enter the promotion between January 20th -March 20th, and the draw for suitcases winners take place on daily basis. To have the chance to win a suitcase with money, the consumers must send codes from Lay’s bags via SMS or on a dedicated website.

Puya si Cabral cu valiza Lay`s

The campaign is supported with TV ads, radio ads, online, social media, OOH and PR.

According to Jazz’ representatives, the campaign started with a brief with clear sales objectives and creative challenges. The suitcase with money was “dressed up” nicely and bought to  life in a TV ad and unconventional activations. The online version of the add was a success, with over 270,000 views.

The teams involved in the campaign are

  • Lay’s: Alina Imbrea (Marketing Manager East Balkans Snacks), Iulia Dobre (Group Brand Manager Lay’s), Gabriela Ionescu (Brand Manager Lay’s) and Alexandra Busuioc (Junior Brand Manager Lay’s)
  • Jazz Communication: Diana Benko (Partner), Valentin Suciu (Creative Partner), Georgiana Neacsu (Account Manager), Alexandra Mitoi (Senior Copywriter) and Tavi Belintan (Senior Art Director)
  • Ad Direction: Radu Muntean