FritoLay North America supporting Operation Smile
With the launch of its "Smiles" campaign, Lay's is unveiling 31 inspiring stories across a variety of flavours 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.
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 today with dancer, actor, singer and smiles enthusiast Derek 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 firsthand 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.
"Kudos to Lay's for recognizing that it's the simple things in life that hold the most value. Sharing a smile with a friend is often just what you need as your own pick-me-up – and everyone, no matter who you are, can appreciate that unexpected bright spot in your day," said Hough in a press release. "I'm honored to join Lay's as they spread smiles on a global scale with Operation Smile, and then also at a community level with the Everyday Smilers who remind us that gestures big and small can create joy."
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.
"The simple act of everyday smilers sharing their stories can have a big impact on our work to help children around the world," said Kristie Magee Porcaro, senior vice president of global philanthropy for Operation Smile. "We are grateful that Lay's has launched its 'Smiles' campaign for a second year, recognizing the power that a single storyteller has to inspire others and help change the world."
"We know the world today needs more joy and we take a lot of pride in the joy that comes from simply opening a bag of Lay's – and just like that bag draws you in, so does sharing a smile," said Sadira Furlow, vice president of marketing, Frito-Lay North America. "Last year, our fans shared an average of 700 selfies per day with the 'Smiles' bags, revealing a tremendous opportunity for our bags to transform into storytellers, inspiring even more smiles with the great work of Operation Smile and ordinary people doing extraordinary things in their communities. Our hope is that with every smile we encourage, another one follows, and so on – with those seemingly little moments of joy and connection adding up to make a big difference."
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. Consumers can also learn more about the Everyday Smilers 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.
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