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Lay's Deep Ridged Spicy Flavor Limited Edition Packaging Captures Youthful Energy and Social Buzz in China

PepsiCo Design and Innovation has been recognized with a Bronze A' Packaging Design Award for its Lay's Deep Ridged Spicy Flavor limited edition packaging, unveiled in China in May 2024. The new design was developed to resonate with young consumers seeking both excitement and relaxation in their snacking experiences. With bold, energetic graphics and a playful mouth illustration at its center, the packaging aims to spark social buzz and capture the spirit of youthful fun.

The limited edition release features two daring flavors: Lay's Deep Ridged Spicy Hot Strip and Lay's Deep Ridged Spicy Stinky Tofu. These flavors were selected to appeal to adventurous snackers and to stand out on shelves with their dynamic food photography and vibrant color schemes. The packaging's design elements, including the expressive mouth and powerful visuals, communicate the intensity of the flavors and the brand's commitment to fresh, daring innovation.

Lay's is renowned in China for pushing boundaries and connecting with a new generation of snack lovers. The 2024 limited edition campaign was crafted to offer a stress-free snacking moment, inviting consumers to embrace boldness and share their experiences online. The recognition from the A' Design Awards highlights the creative ingenuity and technical excellence behind the project, affirming Lay's position as a leader in both taste and design innovation.

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