Bangkok--20 Jul--Aziam Burson-Marsteller
Lay’s Selection, Thailand’s premium potato chip, is setting a new level of premium taste with the launch of “Lay’s Selection Seafood Mayonnaise”, as delicious as if it was prepared by a Master Chef. Marsha is Lay’s new presenter to attract working women.
Mrs. Chandvipa Limpanonda, Marketing Director — Food, Pepsi-Cola (Thai) Trading Co., Ltd., the producer and marketer of Lay’s Selection premium potato chips, said: “Lay’s Selection is building excitement to strengthen our leadership in the premium potato chip category by introducing “Lay’s Selection Seafood Mayonnaise”, as delicious as if it was prepared by a Master Chef. This new flavor targets working women from 25 to 45 years old who enjoy fine gourmet food prepared by a Master Chef.
“Lay’s Selection Seafood Mayonnaise takes one of France’s favorite national dishes to a new level of gourmet delight. It represents the third and latest variety in the Lay’s Selection premium line of potato chips, complementing the existing international dishes flavors which are Salmon Teriyaki and Prik Pao Prung Ros, special master chef dishes from Japan and Thailand.”
Lay’s Selection Seafood Mayonnaise sets a high standard for premium potato chip taste by introducing the concept of “as delicious as if it was prepared by a Master Chef”, taking one of France’s favorite national dishes to a new level of gourmet enjoyment. It delicately combines the intense flavors of international seafood with rich, delicious mayonnaise. The result is a tasty potato chip that is so delicious it’s like a French Master Chef prepared it himself. According to a consumer survey, Lay’s Selection Seafood Mayonnaise received a tremendous amount of positive feedback similar to Lay’s Bacon and Cheese flavor that was successfully launched at the beginning of the year.
Chandvipa added: “We have invested 40 million baht in a 360? marketing campaign to launch Lay’s Selection Seafood Mayonnaise with Marsha Wattanapanich as the Lay’s Selection presenter. This new product is the key to driving premium potato chip market growth while extending our consumer base.”
The launch campaign of Lay’s Selection Seafood Mayonnaise is supported by a new TV commercial featuring Marsha as a magnet to attract working women who take pleasure in gourmet food prepared by a Master Chef. The commercial airs today (July 19) nationwide.
The launch campaign is supported by outdoor advertising including posters, muppies, POP displays, a special promotion at supermarkets and a sampling program with tasting booths at supermarkets nationwide.
Lay’s Selection is a premium brand in Lay’s product group featuring unique tastes as delicious as if they were prepared by a Master Chef. Lay’s Selection is available in three flavors including Salmon Teriyaki, Prik Pao Prung Ros and now Seafood Mayonnaise. They come in three sizes of packages: small, with 18 grams for 6 baht; medium, with 63 grams for 20 baht; and large, with 88 grams for 30 baht.
For more information, please contact:
Ksama Thongpitak or Duangnead Chevavichavankul
Aziam Burson-Marsteller
Tel. 0 2252 9871
E-mail: [email protected]
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