MAXX Challenge by mInt

Lay's Maxx Challenge by mInteraction

Article by Campaign Brief Asia


How do you convinced die-hard and loyalist potato chip fans to try a new product – while keeping in mind they are unapologetically extreme teens?

GroupM Thailand‘s digital unit, mInteraction, with media agency Mindshare teamed with Lay’s to get new fans to take a crunchy interest with their first ridged cut label, MAXX in the Thai market. In the packaged potato chips market, Lay’s and Testo have long been top contributors with Lay’s monopolising the leadership position.


For the type of cut, there are two patterns, which are the flat cut and ridged cut. The percentage of contribution for each is 52.5% and 45.3% respectively. Lay’s dominates in the flat cut territory whereas the ridged cut currently belongs to Testo’s.

To reaffirm its standards, Lay’s stepped up and expanded into the unfilled and overlooked ridged category by launching a new product – Lay’s MAXX.


The target, Generation ‘ME’ has an undying relationship with potato chips, who are labeled as identity builders, and the brand needed to tap into male aged 15 to 25 years old with a bull’s eye on 19 years old in particular.

Lay’s has well-established itself as the top of the mind when it comes to the mass and their preference for potato chips, however falling behind in ridged cuts. Flat cut lovers prefer crispiness and lighter than air chips, the majority being female. Conversely, the ridged cut’s affection is won mostly by males.

Under this unique insight, the key communication message was to encourage young and hungry Thai guys to ‘live to the MAXX and play to the MAXX’ while showcasing the substantial differentiation compared to existing products, a more superior new cut that goes deep, an intense flavour appealing to snack lovers, and a crunchier texture to create more fun and excitement upon chewing.

Lay's MAXX Challenge

Lay's MAXX Challenge

The creative strategic solution is to perfectly capture the psyche of the male teenager in a cool and active style with dramatic and appetizing imagery also to have an easier product recall under a catchy product name.

Facebook is the first channel and phase as a teaser to generate awareness of the ‘Maxx Challenge’ campaign. The second phase is then later revealed by Lay’s Facebook fanpage; a microsite with an interactive game staring two teen idols as the main character that are represented players in the Maxx Challenge. While doing so, brand updates are posted on Facebook to keep consumers current and convince Lay’s fans to engage with this campaign and keep the conversation alive.


The fun doesn’t end as the top five best scores receive two movie tickers per week and at the wrap of the campaign, all participants have a chance to score an iPhone 5S (four winners). Instagram was utilised as a supportive channel to post behind-the-scenes and presenter pictures.




Team Credits

Executive Creative Director: Jirat Arinrith
Interactive Art Director: Buncharit Saovapichard
Head of Digital Strategy: Neil Mavichak
Associate Director – Digital Strategy: Worawin Soncharoen
Group Account Director: Thitinut Hirunprueck

Senior Marketing Manager: Thamas Champani
Group Product Manager: Khanitha Leerathathorn.


Article published by Campaign Brief Asia on May 28, 2014

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