It’s baked. And to drive home the point, Lay’s is calling its new offering ‘Baked’ too. PepsiCo is positioning the newly launched baked potato chips as a ‘premium’ and ‘lifestyle’ product as against the perception of a health product.
Lay’s today launched Baked in three flavours – Original Salted, Cream Herb & Onion and Sunkissed Tomato.
Baked is targeted at the youth, particularly young women. According to Vidur Vyas, Director, Marketing (India Foods), PepsiCo India, even though it’s not being positioned on the health plank, but the fact that it has 50 per cent less fat, women would be the target audience as they are more fat and calorie intake conscious.
Being a lifestyle ‘premium’ product, Baked has got a premium pricing too – Rs 30 for a 100 gm pack.
Vidur Vyas, Director, Marketing (India Foods), PepsiCo India
The insight, behind not calling Baked as a health product, according to other company sources is the fact that snacks cannot be termed as ‘health food’. The company is happy calling it a lifestyle product. Baked does not have any competition amongst the organised players in the baked potato chips category. Other baked products (not potato chips) in the market include Hippo munchies from Parle, and Aliva biscuits from the PepsiCo stable.
Vyas says, “This (baked potato chips) may not be a huge category in terms of numbers, but there is a segment of consumers that is looking for this kind of a product; and we being the leaders in the snacking category, are offering a wider choice for the consumers.”
Lay’s Baked will be initially available in Delhi, Mumbai and Bengaluru only.
The product will be supported by a 360-degree communication initiative, which includes TV, print, outdoor and online. While Vyas declined to share the marketing spends for the product, all he was willing to concede is that TV would lead the spends and there would be some innovations in print too.
The TVC, conceptualised by JWT, shows a bunch of young girls with their mouth full of Lay’s Baked chips and trying to talk and the same time, leading to a gibberish talk. According to Vyas, no celebrity (read Saif Ali Khan, the brand ambassador of Lay’s) would be used for Baked.
While Surjo Dutt is the Executive Creative Director of the TVC, Megha Dutt is the Creative Director. The film has been produced by QED Films and directed by Abhijit Choudhary.
Meanwhile, Mindshare would be responsible for media planning.
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