Lay’s had enjoyed a healthy market share, but suddenly saw its sales growth dip to a worrying 1%. Tasked to reverse the slowdown and achieve double-digit sales growth, we created a campaign around a highly innovative and emotional packaging theme. Designed to uplift the mood of an entire nation, we used the power of extremely contagious smiles on our packs – smiles that the consumer could interact with. A first of its kind in Pakistan, the resulting campaign and its numbers were the most successful in Pepsi Pakistan’s history. We had not only achieved our objectives, but exceeded them greatly.