Author: Xiaoshidai
According to data from the Ministry of Culture and Tourism[1], during the May Day holiday just past, the total number of domestic tourism trips was 295 million, a year-on-year increase of 7.6%. With the rising tide, there are also various travel scene consumption. In the discussion of related topics, we also noticed a familiar figure - Lay's potato chips.
In order to grasp the popularity of Chinese travel and focus on colorful regional culture, Lay's recently launched seven "Chinese Scenery Limited Cans" with popular domestic attractions as the fulcrum of the cans, and in early May, three popular offline attractions created a giant potato chip can sculpture group of check-in devices, attracting a large number of tourists to stop and check in. Lay's hopes to further deepen the minds of consumers in the travel scene by closely integrating with regional culture.
The limited tank was unveiled nationwide
Lay's has been deeply involved in the Chinese market for a long time, and its penetration in the travel scene has achieved remarkable results. As one of the "travel companions" frequently chosen by Chinese consumers, whether it is to replenish energy after a tiring trip, solve a small hunger and craving, or share with travel companions when chatting, or enjoy delicious food and happiness in the scenic spot...... With its lightweight, portable and easy-to-share characteristics of canned potato chips, the satisfaction of multiple flavors, and strong channel capabilities, Lay's can cover almost all aspects of the journey, and is also loved by consumers.
On the occasion of the May Day holiday, Lay's took advantage of the peak of travel to launch the "China Scenery Limited Can", selecting seven of its classic and popular flavors to imprint the unique scenery and customs of the land of China on the can, so that Lay's potato chips can form a deeper product awareness in the travel scene.
The seven models of "Chinese Scenery Limited Jar" are printed with the Bell Tower in Xi'an, Shaanxi Province, Shanhaiguan in Qinhuangdao, Hebei Province, Fanyin Pavilion of Hanshan Temple in Suzhou, Jiangsu Province, Pingyao Ancient City Tower in Jinzhong, Shanxi Province, Mingtang Paradise in Luoyang, Henan Province, Gulangyu Bagua Tower in Xiamen, Fujian Province, and Zhaoxing Dongzhai Drum Tower in southeast Qiandong, Guizhou.
These seven scenery not only span the north and south of the river, bringing together the representative buildings of all over the world that are famous in the vast territory of China, but also shine through the past and the present, so that the historical cities and famous sites that shine on the land of China come to life, and create a unique packaging design with the help of regional culture. The different urban landmarks also show the diverse and extensive geographical features and profound cultural heritage of China.
In addition to product packaging innovation, Lay's also built giant potato chip can sculptures in landmark scenic spots in Xi'an, Shaanxi, Pingyao, Shanxi, and Luoyang, Henan, and carried out offline check-in and interactive activities for consumers.
On the one hand, through the remote echo of products, check-in devices and landmark buildings, consumers can immerse themselves in the wonderful experience of being in the same frame as the places of interest; On the other hand, the check-in stations in the scenic area also deeply bind Lay's to the travel scene, allowing consumers to truly enjoy the delicious potato chips brought by Lay's during their play.
Behind this series of product innovation and marketing actions is Lay's's keen insight into China's local culture, as well as mass consumption trends and spiritual appeals. In recent years, consumers' demand for travel has been increasing, and the cultural tourism boom in various places has continued to heat up, and consumers have stronger expectations and desire to explore the scenery of China.
Based on this, Lay's launched the "China Scenery Limited Can" series of products on May Day, which can not only attract consumers across the country with local scenery and rich and diverse regional cultures, but also help deepen the binding between products and travel scenarios and strengthen consumers' brand awareness.
It is worth mentioning that the "Huaxia Scenery Limited Can" was simultaneously put on the shelves and sold in many places across the country, and the limited shelf placement style (POSM) was laid in the offline cooperative sales channels, in order to use regional characteristics to drive the attention and purchase of a wider range of consumers across the country, attract consumers with distinctive product characteristics, expand the scope of product radiation, and achieve a certain degree of sales growth.
Localized innovation
As a well-known snack brand that is deeply engaged in localization and innovation in the Chinese market, Lay's "Understanding China" is reflected in all aspects. Over the years, Lay's has always insisted on exploring local culture, grasping social hotspots and public sentiment, focusing on the needs of consumers, and constantly bringing users a high-quality experience.
In recent years, Chinese consumers' cultural self-confidence and regional pride have been continuously enhanced, and in the face of the rising stars of cultural tourism and the sinking potential market, Lay's has also deeply explored regional culture and combined innovation with products. For example, various region-limited series of potato chips inspired by local food culture such as fried chicken in Linyi, Shandong Province and donkey meat roast in Baoding, Hebei Province are high-quality cases.
Last year, Lay's took a step closer to exploring the cultural charm, focusing on the local cultural context of Guizhou, combining local intangible cultural heritage skills, and creating Guizhou cultural jars, revealing the cultural power and humanistic feelings behind traditional Chinese intangible cultural heritage, resonating with the pride of local national culture, and making Lay's more unique regional consumption attraction.
The launch of the seven Lay's Huaxia Scenery Limited Cans is not only a re-innovation of the localization strategy, but also a powerful continuation of Lay's's exploration of regional culture.
Through the all-round presentation from products to content, Lay's gives full play to its influence among young people and further empowers cultural tourism, and at a time when the national tide is in full swing, Lay's move will further stimulate the pride of the younger generation in traditional Chinese history, culture and regional features. Let the trend and tradition, let the culture and fun, collide with wonderful sparks at this moment. We look forward to Lay's continuing to explore the charm of China's regional culture in the future, and bring more delicious food to Chinese consumers with more innovations."
[1] Data source: People's Daily Weibo: https://weibo.com/2803301701/5031020912970324