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Top 6: October 22nd 2025
Interactive-image
Lay's: Lay's Smile Your WayTop 6: October 22nd 2025
Lay’s Smile Your Way transformed product packaging into an interactive experience by combining trending technology with consumer insight. By scanning the QR code on the pack, users could upload or snap selfies and use AI with face detection to generate over 100 unique smiling characters. This simple yet joyful experience encouraged repeat participation and sharing, turning every pack into a gateway of endless smiles and engagement.
Background Lay’s wanted to relaunch its iconic Smile Pack from 2015 to bring joy back to Thai people. Over the past nine years, society, generations, and technology had changed, and people smiled less. The campaign’s goal was to revive the Land of Smiles spirit by using innovation to remind everyone how easy and meaningful it is to smile again. Creative Idea Lay’s Smile Your Way invited everyone to smile in their own way using both the Smile Pack and an AI-powered Smile Filter. After scanning the QR code, users could create personalized smiles from over 100 AI-generated designs. This joyful movement collected over 100,000 smiles, reigniting happiness across the country and celebrating Thailand as the true Land of Smiles once more. Strategy As the Joy Maker brand, Lay’s aimed to bring smiles back to Thais aged 18 to 35 who love sharing fun and personalized content. The campaign centered on the Smile Pack’s QR code as the entry point for play, participation, and connection. It encouraged people to smile, post, and spread happiness through technology, culture, and creativity. Execution Lay’s built an engaging experience through the Smile Pack and its QR-linked AI generator, allowing users to create over 100 unique smiles. The campaign connected with cultural moments such as Thai Heritage Day, Songkran, Pride Month, and the legalization of marriage equality by launching themed filters that kept the excitement alive. All the smiles were later showcased on the iconic Times Square screen, sharing Thai happiness with the world. Result The campaign generated more than 600,000 smiles, reached 25 million people, and drove 800,000 engagements. More importantly, it inspired genuine smiles as people shared laughter and joy with friends and family. Lay’s Smile Your Way successfully brought back the true meaning of the Land of Smiles and turned technology into human connection.
Brand Team : PEPSI-COLA (THAI) TRADING CO., LTD. RelatedAlso best this week |
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