Type of applicant company

品牌方

Country

中国

Company Website

https://www.pepsico.com.cn/

Images

Brand of the Product

Lay’s

Designer Name

GCR PepsiCo design team

Position of Designer

无

Target Consumer

National cohort outing occasion，Central West China Guizhou Local consumers

Distribution Channels

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS; 杂货店 Grocery

Positioning

限量款/联名款/区域限定 Limited Edition/IP Collaboration/Located Edition

Design Story

With the increasing of national cultural confidence, more and more attention has been paid to the protection and inheritance of traditional culture. Especially during travel, people prefer in-depth cultural experiences with local characteristics. As a popular travel destination in recent years, Guizhou is also a major province of material culture in China, and traditional intangible cultural heritage is a window to establish an effective dialogue with consumers. Through the combination of travel scenes, the brand hopes to let more people deepen their perception and inheritance awareness of Guizhou intangible cultural heritage and the beauty of national culture.

Highlights

Guizhou culture limit pack is an innovative attempt to use product packaging to depict humanistic stories and deeply bind with travel scenes. With the unlimited series of cans that are light and easy to carry during the journey as the main body, the company selects three highly representative intangible cultural heritage in Guizhou - Miao silver jewelry smithing technique, Miao Lushan dance and Miao batik technique, and prints the unique cultural image on the potato chip can. While saluting intangible cultural heritage and non-genetic inheritors with "walking intangible cultural heritage", more people can feel the infinite charm of intangible cultural heritage. Lay's work with the Guizhou government this time, through differentiated product strategies and refined scene operations, continued to explore the concern for the cause of local cultural inheritance.

Market Performance

In terms of social impact, the product has gained hundreds of millions of exposure and millions of consumer interactions on social media after its launch, and more than 30 official media, including People's Daily and Xinhuanet.com, have actively reported and spoken out. In the dimension of brand growth, Lay's innovation achieved the penetration of tourism scenes and key markets, and the sales volume of products exceeded 3 times of expectations in the first week of listing.

Material（For concept works, please choose the material you plan to use）

纸质 Paper

Craft

In order to better reflect the characteristics of intangible cultural heritage on the packaging, the product adopted a breakthrough silver ironing treatment on the jar, and added hot silver embellishments on the costumes of the characters in the drawing. In the paper can packaging form on the market at present, the use of silver ironing process is not common, and the ironing silver in Guizhou intangible cultural series of jars is more technical, on the one hand, the area of ironing silver is fine, the smallest place is even less than 1mm; On the other hand, the distribution of hot silver is both scattered and concentrated, which can better embellish the characters' clothing. Such a delicate, high-grade, three-dimensional presentation of paper cans is also an innovative breakthrough in packaging.