PepsiCo’s potato chip brand Lay’s launched a non-fungible token (NFT) project in partnership with digital asset platform Project Ark in Romania. The initiative sees Lay’s join an expanding list of brands using the technology as a marketing tool.
In 2018, Lay’s launched a marketing campaign in the U.S. titled Smile with Lay’s. The campaign featured excited smiles on potato chip packages, and for every purchase, a donation was made to Operation Smile, an international children’s medical charity.
Since then, the theme of “Smiles” has been a core aspect of Lay’s marketing strategy even after the end of the campaign, and contributed to their “Everyday Smilers” campaign in 2020, which was looking to build a counterpoint to masked faces.
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