The Wavy Cut

To launch Lays Gourmet Corte Ondulado in Spain, our campaign played on the coincidence that our product name is the same as the name of a hairstyle ‘the wavy cut.’ The idea fuses hair and crisps in captivating visuals where fashionable models have their wavy hair blended with our wavy crisps. We infiltrated Spain’s top movie awards with beauty influencers all wearing a wavy hairstyle. This caused huge media buzz, with even Vogue commenting on the trend. We not only launched a new crisp, we created a cultural moment and turned ‘the wavy cut’ into a fashion trend.