It’s time once again to summon your inner ad executive because Lay’s® Kettle Cooked chips is asking the Tongal community to create new and exciting ways to position their product in the marketplace. For those of you who have never participated in a Positioning phase or need a refresher course, a Positioning is how advertisers decide they’ll market a product to consumers. We want you to imagine how you would define the perception of Lay’s® Kettle Cooked chips with the goal of convincing people who are within their target audience to try these delicious chips.

Please read the Objectives section for more details and then dazzle Lay’s® with your enlightening and ingenious take!

The objective of this project is to create a Big Idea for Lay's® Kettle Cooked chips. The goal is to convince people who are within their target audience to try this delicious snack by showcasing what makes Lay’s® Kettle Cooked chips a distinctly indulgent experience.  Nobody does flavor better than Lay's®!  Below are some reasons why in their own words.

• Lay’s® has been making potato chips for more than 75 years.  Today, we’re America’s most loved potato chip.  No one knows potato chips like we do.

• We have award winning chefs and culinary teams that design flavors for Lay’s® Kettle Cooked chips in our exclusive test kitchens with our key consumers in mind.

• We perfected signature potatoes on the exclusive Lay’s® test farm in Wisconsin.

• We use real ingredients to make our uniquely fresh tasting flavors.

Also, check out this link to see what makes a potato chip a Lay’s® Kettle Cooked potato chip.

The target audience you need to appeal to is the Midlifer couple. They are 40-50 years old and may or may not have kids at home. Midlifers are finding they have more time to rediscover themselves as individuals, and as a couple. They have a live-for-today mindset, they opt-in to pleasure and agree that life is worth living. They are redefining how to get MORE out of life. Midlifers love playful fun and are rediscovering and curious about life – they are adventurous, dynamic and inquisitive.

Please keep in mind for the Positioning phase Lay’s® Kettle Cooked Chips is NOT looking for just a single one-off commercial, they are looking for how you would define the target consumer’s perception of their product and that big idea they could potentially build an entire campaign around. How would you convince your Midlifer friend to buy this snack?

--Executional Mandatories:

Must Show

• Lay’s Kettle Cooked Logo

• Lay’s Kettle Cooked Bag

• Lay’s Kettle Cooked Chips

• Must show a Midlifer couple eating & enjoying the snack.

Must NOT Show

• No content or messaging in the ads directed primarily to children

• No messaging encouraging over-consumption of our products

• Avoid any content or messaging in the ads about calories, fat or other nutrients

• No references to competitive food products or competitive food or beverage companies

• Avoid any other specific health claims

--Tone:

• Indulgent

• Playful

• Optimistic

• Grown Up

--Brand Characteristics:

• Product - Extra crunchy, satiating, fully flavored

• Brand Moment - Shared, anticipated, everyday

• Brand Personality – Playful, light-hearted

• Brand Voice - Adventurous (but not too much), optimistic

This Project will be worth a total of $1,500 and consists of one Phase: a Positioning Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: POSITIONING  – Tell us your Positioning for Lay’s® Kettle Cooked Chips in 500 characters or less. Remember, a Positioning is how advertisers decide they’ll market a product to consumers. Lay’s® Kettle Cooked Chips is NOT looking for just for a single one-off commercial they are looking for how you would define the target consumer’s perception of their product and that big idea they could potentially build an entire campaign around.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted or trademarked material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. Submissions must be in the English language.

6. Limit 5 submissions per member, per Phase.

7. You must be at least eighteen (18) years or older to enter. 

8. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.