Lay's has unveiled its Smiles campaign along with 31 stories across a variety of flavors and varieties — including Traditional, Wavy, Lightly Salted, Poppables, and Kettle Cooked — all featuring the faces of "Everyday Smilers" who are making an impact in their local communities and beyond.
Award-winning dancer, actor and singer Derek Hough has joined the campaign to celebrate everyday people sharing joy nationwide.
The program, which benefits international medical charity, Operation Smile, with a donation of up to $1 million in proceeds, kicks off in New York City with Hough, who is inviting fans to visit the first-ever Lay's Smiles Station in Times Square, where visitors can take home their own limited-edition Lay's Smiles bags and experience the magnetic power of sharing a smile. The Lay's Smiles Station will also pop up near Bryant Park on Wednesday, July 24, open to the public from 10 a.m. – 7 p.m. on both days.
Fans can learn more about the 31 Everyday Smilers featured on the Lay's Smiles bags through a mobile video campaign with NowThis, produced in partnership with Group Nine's Brandshop and Facebook. They can also learn more through an augmented reality experience powered by the Facebook Camera and triggered by scanning a unique QR code on the back of each Smiles bag.
Last year, Lay's debuted similar "Smiles" packaging in conjunction with a $1 million commitment to Operation Smile, which surpassed expectations with customer feedback and social engagement to prompt the campaign's return in 2019 – this year with the addition of real people on the selfie-inspiring bags.