Frito-lay Case study Forced Smile? by Hakuhodo Tokyo

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Forced Smile?

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Industry Confectionery & snacks, Snacks
Media Case study
Market Japan
Agency Hakuhodo Tokyo
Creative Director Kotaro Hirano Hakuhodo Inc.
Copywriter So Yamada
Producer Miyai Hiroyuki, Nagasawa Satoshi
Released March 2013

Credits & Description

Advertiser: FRITO-LAY
Agency: HAKUHODO
Category: Stunts & Live Advertising
Advertising campaign: FRITOLAY SMILE PARADE
Other Credits: Hanamuro Tomoari
Planner: Hata Taisuke
Producer: Miyai Hiroyuki
Producer: Nagasawa Satoshi
Creative Director: Hirano Kotaro
Copywriter: Yamada So

Ambient Execution Description
Forced Smile?:If you want to win snacks, do smile!In 2012, Japan had been losing its spark. So Fritolay came up with a plan... Get the Japanese tosmile. ?By any means. To achieve this goal, we created a special machine. The Smile SamplingMachine would capture people's smiles, rate them, and give out free Fritolay snacks based on theresulting score.In Japan, FritoLay's company name is not so popular as other countries. FritoLay want to make itsname known among Japan people(esp local buyer/supermarket) and build relationships. Also wewant to give publicity to Japan FritoLay's new slogan 'Pop Your Time.'