PepsiCo Thailand has re-released the highly anticipated Larb Tod and Sweet Basil as part of its “Master of Joy” campaign to celebrate the 30th anniversary of its Lay’s brand, reported prachachat.net. The new campaign targets all consumers, particularly the influential Gen Z, through on-site and online marketing, and a 4-5 month point accumulation program where consumers can redeem exclusive rewards from Lay’s and B21 by scanning QR codes on products.
The campaign strategy in 2025 is driven by the understanding that consumers desire frequent opportunities for engagement and positive experiences with the brand. By providing consistent small joys, the company aims to build stronger, long-term relationships with consumers, rather than relying solely on large, end-of-year prizes.
Near the end of 2024, PepsiCo used social media to poll consumers on their most missed Lay’s flavors. The survey revealed Salted Egg and Cheese & Onion as the top choices, leading to their successful re-release earlier in 2025.
