Lay’s ImpactNFT Campaign

Lay’s launched the project “Smile with Lay’s” in 2018. Lay’s designed special packages with excited smiles. Every purchase would lead to a one-time donation to Operation Smile, an international children’s medical charity.

Followed by the intention of “Smile with Lay’s,” Lay’s Romania launched “ImpactNFT” in 2021. Smiles are composed of 3000 Lay’s lovers. People who want to support the project can purchase through Opensea.

Lay’s Smile campaign has earned social credits. Partnering with innovative technologies and popular trends after three years helps the brand further utilize the “Smile with Lay’s” feature. This cross-industry partnership helps to keep creating social impact creatively. The campaign would attract more GenZ.

It is hard to measure how big of a social impact. However, this campaign is not a successful one regarding numbers. After two years, only 1.1K views on this particular NFT show a small effect.

Unfortunately, the NFT trend has been fading along with the metaverse. This trend ties closely with the NFT market and crypto-currency. NFT sales also fell 47% at the beginning of 2022. Trading in November 2022 was 88% lower than in January 2022, indicating further NFT

Lay’s launched the campaign with good social impact and cross-industrial partnerships. However, good intentions may not be critical to the success of one drive. Having NFT is a brave move to attract younger customers. However, the trend was influenced by too many financial factors.