The Drum Awards for Marketing - Entry Deadline

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Client: Lay's
Date: Feb 2018
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The Lay’s potato chips brand is on a mission to spread smiles by releasing specially designed bags featuring infectious smiles in support of a life-changing cause – Operation Smile.

For every purchase of the Lay’s specially designed bags, a donation will be made to Operation Smile, an international children’s medical charity dedicated to improving the health and lives of children and young adults worldwide who suffer from cleft conditions by providing access to safe surgical care. With support from singer and American Idol winner Jordin Sparks, and the launch of a three-day pop-up Lay’s Smiles Experience in New York City, Lay’s is giving fans the opportunity to see the power of sharing a smile.

Fans can find Lay’s specially designed bags on store shelves in retail locations nationwide starting February 12 through April 7. To support Lay’s in its mission to spread millions of smiles, fans are encouraged to get a smile and give a smile. For every bag purchased, a donation will be made to Operation Smile up to $1 million. Starting in late February, fans will also have the opportunity to purchase custom Lay’s bags featuring their own smile at