ABOUT

In Taiwan's highly competitive snack market, Lay's set out to connect with a younger, digitally savvy audience in a way that felt fresh, immersive, and relevant. With Squid Game returning for season 2 in January 2025, it was the perfect opportunity to fuse Lay’s with the show’s high-stakes intensity. Our team in China developed a striking limited-time look featuring iconic characters, geometric patterns, and a scannable mobile game icon that turned each bag of Lay’s into a portal to the Squid Game universe.

This collaboration needed to captivate fans both online and in stores, delivering a snack experience as thrilling as the show itself. Four of Lay’s signature flavors became an avenue to enhance the Squid Game storytelling and strengthen the connection between the two brands. We integrated a mobile game into the packaging, inspired by the Squid Game level-breaking challenges. This extended engagement beyond purchase, inviting fans to interact, compete, and immerse themselves in the worlds of Lay’s and Squid Game long after opening the bag.

Our artwork fuses of intensity and intrigue, pulling fans deeper into the high-stakes world of Squid Game. Ominous imagery from the show, including masked guards and game players, adds intensity and ensures instant recognition. Geometric patterns and sharp, contrasting lines evoke the sleek, minimalistic aesthetic of the Squid Game world and heighten the tension. Four striking design variations—red, purple, teal, and orange—make each variant pop and command attention on shelves. Every flavor is linked to a Squid Game element, making each bag feel like a piece of the show’s universe.

The Lay’s x Squid Game collaboration sparked massive engagement, quickly trending on social media and generating millions of impressions. Fans shared images of the limited-edition packaging, while the integrated mobile game extended interaction beyond purchase, driving continuous engagement. Retail sales surged, with stock selling out rapidly due to high demand and exclusivity. The campaign’s viral momentum also led to widespread media coverage, amplifying its reach. By seamlessly blending pop culture, social media, and experiential marketing, Lay’s successfully tapped into a global phenomenon.
Bringing together the signature fun of Lay’s and the suspense of Squid Game, every limited-edition bag became an invitation to play, paired with the incomparable taste of our potato chips.