Case Study: Lay’s achieves +25-point message awareness lift with Snapchat AR Lens

PepsiCo’s Lay’s Wafer Style Chips Drove +25 Point Lift in Message Awareness

PepsiCo launched Lay’s Wafer Style and needed a way to showcase its “paper‑thin” texture while engaging the Snapchat Generation (millennials and Gen Z). The challenge was to make the product’s thinness memorable and drive awareness for the #PaperThinWaferThin campaign during the new‑product rollout.

PepsiCo partnered with Snapchat to create an AR Lens that used a magic trick to make the wafer chip disappear and reappear, supported by non‑skippable commercials and Snap Ads to amplify reach. The full‑funnel activation delivered strong results: +12 points in ad awareness, +25 points in message awareness, 46 million impressions and an average Lens playtime of 13.21 seconds, significantly deepening engagement with the target audience.

Lay’s

Shailja Joshi

Director of Marketing, Potato Chips Category