PepsiCo has again launched its campaign ‘Smiles’ for the second year in a row by featuring 31 selfies and their personal stories on the packaging of Lay’s potato chips.
The campaign was initiated last February after PepsiCo decided to partner with Virginia-based charity group Operation Smiles, which provides surgeries to children suffering from cleft lip or cleft palate.
Senior director of marketing at Frito-Lay North America, Katie Ceclan, noted PepsiCo donated $1 million to Operation Smile through the campaign last year and received positive consumer feedback.
“Our fans obviously agreed, as the video we shared highlighting our Operation Smile trip to Colombia garnered a 14% engagement rate on Facebook, which is about 12 [percentage] points higher than average – proving that there was definitely an appetite to see more from this great organization,” she wrote in an email.
Ceclan added the “everyday smilers,” who are doing ordinary things to make a difference in their communities, are featured across multiple flavors and varieties of Lay’s this year, including traditional, lightly salted, poppables and kettle cooked, and the bags use new augmented reality technology to digitally interact with the consumer.
PepsiCo said it will once again donate $1 million to Operation Smile through proceeds from sales of its campaign packaging.
It is not uncommon for big CPG companies to use their core brands for marketing campaigns, considering that PepsiCo recently saw Q2 2019 revenues from its Frito-Lay North America unit increased by 4.5% year-over-year to reach $4 billion.