The Wavy Cut

Christmas and New Years in Spain is celebrated in style. People treat themselves to the best, from fine food, to dressing up. They present their best self. As a result, hair salons are booked months in advance. A popular hair style is ‘corte ondulado’ or the ‘wavy cut.’

Lays new gourmet wavy crisp ‘Corte Ondulado’ is aimed at premium food lovers. But many of these consumers think ‘a crisp is just a crisp.’ So, Lays needed to stand out and cut through the Christmas marketing clutter and create desire for a premium product in a busy seasonal snacking occasion.

We created an idea that combined the seasonal obsession with hair and the happy accident that our crisps are named after a haircut. By blending hair with crisps, we disrupted the snack category, sparked a fashion trend and crafted a campaign that over-delivered on expectations, with +28% growth of sales.