Lay's serves 4-course tasting meal on Coachella grounds
A new article on Marketing Dive reports that Lay's is staking out space on the Coachella festival grounds to provide concertgoers an immersive tasting experience and show off new sustainability-minded packaging.
The Frito-Lay snack division will set up a series of "Potadomes" during both weekends of the event running April 15-24. Visitors who secure a reservation ahead of time will receive a four-course seated meal featuring Lay's chips that were baked less than 24 hours beforehand and sourced from West Coast agricultural partner farms. Bookings for the Fresh 4D experience open April 6 through a website page.
The Potadomes also feature "Speakeasy Spuds" stations inspired by different music genres, with a Crunch Studios space where visitors can DJ, a Golden Glow dome displaying lighting synced to electronic music and a Flavor Pop hangout pairing bold flavors with pop tunes. Lay's is curating other experiences for the festival, which will also be the first place to try several variants of its chips in 100% commercially compostable packaging.
Lay's is seizing on the return of live concerts to promote its efforts to make a more eco-friendly bag of chips. The Coachella activations mark the first time that a food brand has had an experiential presence at the outdoor music festival, according to Melissa Miranda, senior director of marketing at Frito-Lay North America. Additionally, Lay's will run a contest through its Instagram page with a chance to win tickets to the show.
Consumers who miss out on a seat at the more curated Potadomes tastings will see Lay's pop up elsewhere over the two weekends. A Lay's Lounge sampling room in the general admission area is modeled on the golden hues often used by the brand in its marketing. The room includes points of interaction evoking different music styles like pop, electronic and hip-hop. At outdoor festivals where room to take a breather is scarce, the space may make for a welcome reprieve.
Experiential marketing is a popular tactic to engage millennials and Gen Zers, but carries its own sustainability concerns. As activity on the channel resumes, brands are trying to devise ways to pull off their campaigns with a greener mindset. Coors Light earlier this month built a Future Mart to herald the removal of plastic rings from its packaging. The pop-up was constructed from plastic-free and fully recyclable materials, including brewery scraps.
The Frito-Lay snack division will set up a series of "Potadomes" during both weekends of the event running April 15-24. Visitors who secure a reservation ahead of time will receive a four-course seated meal featuring Lay's chips that were baked less than 24 hours beforehand and sourced from West Coast agricultural partner farms. Bookings for the Fresh 4D experience open April 6 through a website page.
The Potadomes also feature "Speakeasy Spuds" stations inspired by different music genres, with a Crunch Studios space where visitors can DJ, a Golden Glow dome displaying lighting synced to electronic music and a Flavor Pop hangout pairing bold flavors with pop tunes. Lay's is curating other experiences for the festival, which will also be the first place to try several variants of its chips in 100% commercially compostable packaging.
Lay's is seizing on the return of live concerts to promote its efforts to make a more eco-friendly bag of chips. The Coachella activations mark the first time that a food brand has had an experiential presence at the outdoor music festival, according to Melissa Miranda, senior director of marketing at Frito-Lay North America. Additionally, Lay's will run a contest through its Instagram page with a chance to win tickets to the show.
Consumers who miss out on a seat at the more curated Potadomes tastings will see Lay's pop up elsewhere over the two weekends. A Lay's Lounge sampling room in the general admission area is modeled on the golden hues often used by the brand in its marketing. The room includes points of interaction evoking different music styles like pop, electronic and hip-hop. At outdoor festivals where room to take a breather is scarce, the space may make for a welcome reprieve.
Experiential marketing is a popular tactic to engage millennials and Gen Zers, but carries its own sustainability concerns. As activity on the channel resumes, brands are trying to devise ways to pull off their campaigns with a greener mindset. Coors Light earlier this month built a Future Mart to herald the removal of plastic rings from its packaging. The pop-up was constructed from plastic-free and fully recyclable materials, including brewery scraps.
