THE CHALLENGE
In a market full of wavy chips, Lay’s needed to make its own waves. The goal? To create a clear point of difference and launch Lay’s Wavy as the ultimate flavor-holding chip — one that stands out not just on shelves, but in culture.

THE PRODUCT TRUTH
It’s not just the ridges — it’s what they do. The

in Lay’s Wavy are designed to trap more seasoning, creating a 

in every bite.

THE CREATIVE IDEA
The deeper the ridges, the richer the taste.
So we didn’t just call it wavy — we made it WAAAAAVY.
A playful exaggeration that celebrates the chip’s superior design, turning a product truth into a cultural flex.

Despite the
limited boosted video, 
the campaign still achieved
significant 
awareness with