The wavy hairstyle was one of the trends on the red carpet at the Forqué Awards, held on December 14. But not entirely spontaneously, but partly promoted by the potato chip brand. Lay’s Gourmet and his promotion of Gourmet Wavy Cut variety.

The brand has developed a strategy that has included various influence marketing actions, public relations, experiential marketing and outdoor advertising. To do this, it has collaborated with PepsiCo’s creative agency, Sips&Bites; the PR agency Probably and influencer marketing agency Team Randomk.

One of the notable activations was the sponsorship of the wavy hairstyles inspired by the brand’s new product worn by celebrities and influencers at the aforementioned gala. Among those who wore waves were Elena Furiase, Berta Vázquez, Jessica Goicochea and Juan Betancourt.

Expanding the creative concept around corrugated, Lay’s Gourmet has launched a ephemeral hair salondedicated to bringing the cut closer to the final consumer. This is a unique space created in the beauty salon The MadRoomlocated in Madrid. In this way, from December 19 to 31, the experts will work on an exclusive look, and those who attend will be able taste the brand’s new potatoes.

Lay’s Gourmet has made available to the public 130 free hair styling sessions, accessible through a raffle that the brand will hold on social networks. To encourage participation, influencers and content creators such as Abel Planelles or Marta Carmín collaborate in the promotion.

The link between aesthetics and gastronomy is also the central axis of the outdoor advertising creatives that have been activated as part of the campaign. Among them, a banner has been placed in the center of Madrid, at the intersection of José Ortega y Gasset and Claudio Coello streets, with an image that combines the waves of French fries with those of a hairstyle.

Technical sheet

• Campaign: Lay’s Gourmet Wavy Cut
• Advertiser: Lay’s Gourmet – PepsiCo
  • Marketing Sr Director SWE Snacks & Nutrition: Osman Dilber
  • Lay’s Marketing Director: Erica Lascorz
  • Lay’s Marketing Manager: Mariana Pimenta Lima
  • Lay’s Marketing Manager: Alejandra Lopez San-Roman
  • Lay’s Marketing Graduate: Jimena Moreno Andrada-Vanderwilde
  • TCP Media and Digital Manager: Belén Baquero Basagoiti
  • Media & Digital Marketing Sr associate: Claudia Adell Puig
  • Brand PR/Communications Lead: Cristina Comas Gómez
• Creative agency: Sips&Bites
  • CEO: Dries Mertens
  • Business Director: Olga Sou
  • Executive Creative Director: Matt Watson
  • Creative Director: Jason Berry
  • Senior Creative: Jose Hernandez
  • Senior Creative: Victor Morón
  • Senior Designer: Ade Hopkins
  • Senior Designer: Monica Presti
  • Head of Strategy: Jo Delaney
  • Senior Strategist: Beth Carpenter
  • Head of Client Services: Josh Edwards
  • Account Lead: James Duncan
  • Executive Producer: Carmen De Witt”
• Producer: I Am Jack
• PR Agency: Probably
• Media Agency: OMD
• Influencer agency: 2.10 (Team RandomK eSports)