Lay’s x ARKS Collaboration: Measuring Success in Buzz, Not Just Sales
AI-Generated Summary
Snack giant Lay's and Ranbir Kapoor's sneaker label ARKS collaborated on a limited-edition sneaker line, turning iconic chip packet colors into shoe designs. Both brands, leveraging Kapoor's long-standing association with Lay's, prioritized generating cultural conversation and positive online sentiment over direct sales. The digital-first, influencer-led campaign quickly sold out the Rs 6,999 sneakers, demonstrating the power of buzz-driven marketing.
In a nutshell
This collaboration exemplifies a modern marketing strategy where brand relevance and cultural integration take precedence over immediate sales figures. By leveraging celebrity, nostalgia, and a limited-edition drop, both Lay's and ARKS effectively created a 'thumb-stopping moment' that fostered widespread discussion and brand engagement, proving that success in today's market often lies in generating conversation and cultural impact.
Source: afaqs!
