❋

Lay’s Wavy
‘Dogs’

The Ask

Show that Lay’s Wavy is better for dipping because it creates less mess and waste.

❋ Enemy

Messy, broken-chip snacking that creates crumbs and spilled dip. It makes snacking chaotic instead of controlled.

❋ Insight

Snack moments often happen in shared spaces where mess affects more than just the eater. Even small improvements in chip design change the whole experience.

❋ Role of Lay's Wavy

Lay’s Wavy is a stronger chip built for better dipping and less breakage. It makes snacking cleaner and more controlled.

❋ Emotional Benefit

Satisfaction from a cleaner, smarter snack experience. A playful sense of control over the mess.

  • #45 ad in the U.S. General category (of 578)

    Ranked in the top tier of national ads, outperforming most category competition.

  • 97% brand recognition

    Nearly all viewers correctly identified the brand by the end of the ad, far above the 58 category average.

  • 1.91 emotional intensity (vs. 1.56 category average)

    Drove stronger-than-average emotional response, indicating higher engagement and memorability.

  • 1.63 Spike Rating (vs. 1.56 U.S. General category average)

    Signals strong short-term sales potential driven by high brand clarity and emotional impact.