Differentiation

Lays is a potato chip company first introduced in Canada in 1932 that makes a variety of potato chips and was bought by PepsiCo in 1965 and is under the Frito-Lays brand.  Lay’s promises its consumers, “Wherever celebrations and good times happen, the LAY’S® brand will be there just as it has been for more than 75 years. With flavors almost as rich as our history, we have a chip or crisp flavor guaranteed to bring a smile on your face” (Frito-Lay North America, 2020).  “Lay’s potato chips come in over 200 flavors” (Attride, 2020) according to, Tiana Attride.  Pringles is an American stackable potato chip company founded in 1967 by Proctor & Gamble and then sold to Kellogg’s in 2012.  Pringles has 162 flavors readily available in most markets. “Pringles comes in many different flavors but is best known for its original version” (Snack History, 2020). 

 Each company utilizes social media such as Instagram, Facebook, YouTube, and Twitter.  Both companies also have user friendly websites in which a customer can easily find out how to buy their products, what new offerings they have along with videos with celebrity endorsements.  They also both use humor to get their points across, as well as polls and visuals to garner engagement with consumers.  Across the board on their social media platforms the companies are consistent in their messaging to win over new consumers and to keep their current consumers.  Both companies run promotions on their websites that consumers can sign up for coupons, sweepstakes, and receive updates.  Lays has PepsiCo Tasty Rewards while Pringles has Kellogg’s Family Rewards.

Lays is running a campaign #SmileWithLays which is a promotion to showcase people who go above and beyond in their communities and by doing so they are featured on Lay’s social media as well as their smile being placed on bags of chips.  This campaign is being used to showcase everyday people who make a difference in their community on the website it states, “Lay’s is celebrating people across the country who inspire smiles in their communities in extraordinary ways. From a man who inspired hundreds of teens to mow their neighbors’ lawns to a retired nurse who founded a food pantry, these people go above and beyond to share kindness and joy… Each Smile with Lay’s bag you buy helps us reach our goal of a $1 million donation to Operation Smile – a nonprofit that changes and saves lives one smile at a time” (Now This, 2020).  This is a great way to get people interested in Lays products as well as to keep their current consumers and produce brand loyalty and make their brand personal to its consumers by participating in philanthropy. 

  1. Has 767 posts and 968k followers on Instagram
  2. 42.6k Tweets and 456.5k followers on Twitter
  3. 6,556,007 likes and 6,450,322 followers on Facebook
  4. 77.6k subscribers on YouTube but hasn’t posted anything for 4 weeks ago.

Pringles has taken the approach to realizing that people have been in quarantine since the beginning of the year and that sports has had to change from public viewing to virtual enjoyment.  The campaign is called #CrunchTimeCam in which they are asking their consumers to Tweet one of the below hashtags to receive exclusive behind the scenes content of their favorite team while they enjoy virtually.  This gets consumers excited and starts engagement through user generated content since they can’t go to a game in person because of COVID-19.

  1. 295 posts and 670k followers on Instagram
  2. 30.1k Tweets and 437.8k followers on Twitter
  3. 23,705,822 likes and 23,669,491 followers on Facebook
  4. 13.3k subscribers on YouTube and last post was a month ago.

One thing noted is that while Lays has more followers on most social media, Pringles has overtaken them with likes and followers on Facebook.  This is where Pringles excels on social media in comparison to Lays. Whether it be Pringles or Lays that is your flavor of choice both companies seem to be doing a bang-up job to please their consumers. Do you have a favorite? Or do you like them equally?  I personally like them both for different reasons. Lays because of nostalgia and taste. Pringles for something different.

References

Attride, T. (2020, July 21). 10 things you probably didn’t know about Lay’s potato chips. Insider. https://www.insider.com/lays-fun-facts-potato-chips-2018-11.

Frito-Lay North America. (2020). About Lays. Home. https://www.lays.com/about-us.

Frito-Lay North America. (2020). Company Story: FritoLay. Home. https://www.fritolay.com/about-frito-lay/company-story.

Lays. (2020). Lay’s. Facebook. https://www.facebook.com/lays.

Lays. (2020). Lays. Login • Instagram. https://www.instagram.com/lays/.

Now This. (2020). Lays Smile Stories. Now This. https://nowthisnews.com/lays-smiles.

Pringles. (2020). Pringles. Facebook. https://www.facebook.com/PringlesUS.

Pringles. (2020). Pringles. Twitter. https://twitter.com/Pringles.

Pringles. (2020). Pringles. Login • Instagram. https://www.instagram.com/pringlesus/.

Pringles. (2020). Pringles®: Home. Pringles® | Home. https://www.pringles.com/us/home.html.

Snack History. (2020). Pringles. Snack History. https://www.snackhistory.com/pringles.

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About Author Nikki

Nikki Prince is a mother of two, who’s always had a dream to be a published author in the romance genre. Her passion lies in raising her children as readers, gaming, cooking, reading and her writing. Her mother can now breathe easy about the child who used to get in trouble because she was hiding books everywhere and reading when it wasn’t appropriate. Nikki’s a multi-published author with several epublishing houses. She loves to write Interracial romances in all genres, but wants to let everyone know to not box her in, because there is always room for growth.

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