While Lay’s has very strong salience and category relevance, they’re still underdeveloped in brand clarity. They needed to refresh their brand identity for the generations to come to ensure they’re relevant, top of mind, and provide better total value to consumers than salty snack competitors.

With #Saltynotsorry, Lay’s encourages people to be honest and have fun, no matter the situation, and introduces its new brand personality: modern, cool, fun, and “up with the times.”

The word “salty” has a complicated history. What was once a flavourful addition is now a bitter word in our vocabulary. But thanks to post-modern meme renascence, the internet has created an unapologetic culture. The word “salty” has turned into a comedic event where we can fully accept the truth and not take ourselves too seriously.

Introducing #SaltyNotSorry, where we sprinkle blunt honesty and humor to spark real candid moments.