Frito-Lay Stacy's - The Art of Basic
How do you spark a cultural movement for a premium snack chip in the midst of one of the nation’s worst recessions? We began by ignoring the hype and focusing in on the reality of our target’s mindset. While the media was teaching how to ‘cut back,’ what our target really wanted was to get more out of the basic things in life.
We created “The Art of Basic” movement which like the chips themselves, focused on taking the simple things and making them smarter, tastier, better. In essence, elevating basic to an art form. A series of TV ads as well as print ads designed to look and feel like editorial, kicked it all off. We also created a Stacy’s website where we shared our movement and philosophy of elevating the basics and allowed users a new way to interact directly with the product.
