Kazakh Style – Lay’s Kazakhstan 2023 | Clapboard Ad Archive

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MEET LAY’S IN KAZAKH STYLE! - Lay's | Clapboard Ad Archive

Lay’s Kazakhstan’s MEET LAY’S IN KAZAKH STYLE! campaign, developed with BBDO CA, exemplifies how a global snack brand can recapture both emotional and commercial relevance by delving deep into regional identity and aspirational youth culture. Responding to declining volumes and share amid escalating price sensitivity and aggressive local competition, Lay’s shifted from its hallmark roster of globally inspired flavors to a locally relevant innovation: Beshbarmak, the cherished traditional Kazakh meat dish, remade as the country’s first Lay’s flavor born of authentic local taste. The campaign’s strategic anchor is the recognition of a surging national pride expressed most vividly through the swagger and confidence of Kazakh youth, who fuse emergent global trends with indigenous visual, musical, and fashion sensibilities. Rather than standard tactics of direct product demonstration or celebrity-fronted outreach, the creative approach—what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—foregrounds stylized depictions of Kazakh youth whose style, music, and attitude embody this modern synthesis, positioning Lay’s itself as a credible ambassador and participant in the evolving local culture. Visually amplified by generative AI platform Midjourney, the initiative marries international aesthetics with distinctly Kazakh motifs, a design philosophy intended to telegraph both cosmopolitan awareness and local relevance. The results substantiate the strategy: the Beshbarmak SKU rapidly became the top-performing item in its category, while the campaign delivered over 500,000 social media interactions, more than 10 million earned media reach with zero paid spend, and an overall reach of 35 million—a feat in Kazakhstan’s highly competitive confectionery and snacks segment. The campaign earns 74/100 in Clapboard’s global creative archive. As the Lay’s Kazakhstan project demonstrates, brands that recognize and credibly interpret the interplay between global trends and local cultural confidence are best positioned to sustain emotional resonance and win in regional markets evolving at speed.

Credits

Client

Lay's

Agency

BBDO CA

Creative Director

Kolya Shkoda

Art Director

Elena Nikulushkina, Alfira Abdalimova, Eleonora Kist, Aisulu Yensegen, Ernest Touletayev

Copy

Yernar Mukaddas, Yersultan Karanov

Account Management

Kseniya Zhanokova, Karina Iskhakova

Ceo

Yulia Yugay

Category Mind Map

48%

The campaign "MEET LAY’S IN KAZAKH STYLE!" for Lay’s Kazakhstan addresses a key challenge: declining sales and share of market due to pricing pressures and growing competition, alongside consumer skepticism about the brand’s relevance to local tastes. While Lay’s holds the leading position in the Kazakhstan market, its global identity often feels foreign and disconnected from local culture. To counter this, the campaign repositioned Lay’s as an authentic and culturally resonant brand through the introduction of the first locally relevant new product development: a flavor inspired by Beshbarmak, Kazakhstan’s beloved traditional meat dish. This product innovation aimed to strengthen emotional ties by demonstrating Lay’s understanding and celebration of national identity. The market strategy leveraged the rising national pride movement and Kazakh youth culture, which fuses global trends with traditional elements across music, art, and fashion. By aligning the campaign with this cultural zeitgeist and portraying Lay’s as an ambassador of modern Kazakh style, the brand sought to build emotional resonance and trust with a young, style-conscious audience. The creative execution integrated cutting-edge AI technology (Midjourney) to blend global aesthetics with local cultural motifs, reinforcing Lay’s commitment to cultural authenticity and modernity. The campaign’s reach and engagement exceeded expectations, generating significant social media interaction, extensive earned media coverage, and solid sales performance, positioning the Beshbarmak-flavored Lay’s as the most successful product launch in the brand’s history in Kazakhstan. This approach demonstrates effective use of cultural insight and innovation to revitalize brand relevance and commercial growth in a competitive market.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on embracing Kazakh modern youth style—a synergy of global trends and local cultural pride—by positioning Lay’s as an ambassador of contemporary Kazakh identity. Rather than focusing on storytelling, direct product demonstration, or celebrity/character endorsement, the core creative device is creating deep resonance with local consumers through stylized, aspirational depictions of modern Kazakh youth culture and style. The integration of design tools like Midjourney and the deliberate alignment with national pride trends make the product the central, relatable element for the target audience to see themselves in.

1. Pringles – Market Positioning Pringles positions itself as a premium, global snack brand known for its uniform chip shape, innovative flavors, and strong brand identity. It targets consumers looking for consistent quality and a more refined snacking experience, often emphasizing fun and shareability in its marketing. 2. Lay's Local Private Label (Retailer Brands) – Market Positioning Local private labels compete primarily on price and local taste relevance, offering budget-friendly alternatives with flavors tailored to regional preferences. They appeal to cost-conscious consumers seeking familiar tastes, often leveraging strong retail distribution and promotions. 3. Doritos – Market Positioning Doritos adopts a bold, youthful, and edgy brand image, focusing on intense, adventurous flavors with a strong emphasis on entertainment and social activities. It targets younger demographics who seek excitement and a vibrant snacking experience. 4. Cheetos – Market Positioning Cheetos stands out through its playful, quirky brand personality and unique product texture. Known for cheesy and spicy flavors, it appeals to younger consumers with a preference for indulgent, fun, and less conventional snacks, supported by humorous, irreverent advertising. 5. Chio Chips – Market Positioning Chio Chips emphasizes authentic, natural ingredients with a European heritage, promoting a balance of taste and quality. It appeals to consumers who appreciate craftsmanship and variety in traditional snack flavors, positioning itself as a sophisticated yet accessible alternative in the potato chips segment.

Q: What is MEET LAY’S IN KAZAKH STYLE! about? A: MEET LAY’S IN KAZAKH STYLE! is an integrated campaign launched in 2023 by Lay’s and BBDO CA for the Kazakhstan market. The campaign was developed in response to declining sales and market share, aiming to reposition Lay’s as a brand that authentically connects with local consumers. Central to the campaign is the introduction of a new Lay’s flavor inspired by Beshbarmak, Kazakhstan’s traditional meat dish, signaling a commitment to local tastes. The creative strategy leverages the vibrant synergy of modern Kazakh youth culture, blending global trends with national pride to reinforce Lay’s relevance and emotional resonance. Q: What creative device does MEET LAY’S IN KAZAKH STYLE! use? A: MEET LAY’S IN KAZAKH STYLE! employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers on aspirational depictions of modern Kazakh youth, presenting user profiles that the target audience can relate to or aspire to. Rather than relying on direct product demonstration or celebrity endorsement, the campaign uses stylized imagery and cultural motifs—enhanced by AI design tools like Midjourney—to create a deep sense of identification and cultural pride among consumers, positioning Lay’s as an ambassador of contemporary Kazakh identity. Q: What is the campaign proposition for MEET LAY’S IN KAZAKH STYLE!? A: The campaign proposition for MEET LAY’S IN KAZAKH STYLE! is to reestablish Lay’s as a culturally resonant and emotionally relevant brand in Kazakhstan by introducing a locally inspired Beshbarmak flavor. Targeting a young, style-conscious audience, the campaign aligns Lay’s with the national pride movement and the unique blend of global and traditional influences shaping Kazakh youth culture. This strategic positioning addresses consumer skepticism about the brand’s local relevance and aims to revitalize brand equity and trust in a competitive snacks market. Q: How does MEET LAY’S IN KAZAKH STYLE! rank in Clapboard's archive? A: MEET LAY’S IN KAZAKH STYLE! holds a Clapboard Campaign Score of 74/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of Kazakhstan’s dynamic snacks market. Q: Who are the competitors in Lay's category? A: In the Kazakhstan snacks market, Lay’s faces competition from several key brands. Pringles positions itself as a premium, globally recognized snack with innovative flavors and a focus on quality and shareability. Local private label brands compete aggressively on price and local taste relevance, appealing to cost-conscious consumers with regionally tailored offerings. Doritos targets younger demographics with bold, adventurous flavors and a strong entertainment-driven image, while Cheetos leverages a playful, quirky personality and unique product texture to attract fun-seeking snackers. Chio Chips emphasizes authentic ingredients and European heritage, appealing to those who value craftsmanship and traditional snack flavors.