Lay's chips released their new packaging for their baked chips brand. The new bags are much less colorful and are made from partially recycled paper products (going with the new green incentive.) They changed the type color of the Baked! logo that was white with blue and red borders around the letters. The new image is brown and black much more natural looking. The bags are made from a different material that isn't as shiny as the old bags. The new bag look seems to try and appear more natural and homemade like a "baked" not deep fried project would be. I like the look of the new bags, and I think since their product has gained some following and notoriety they were able to step away from the neon colors of the old bag that they needed to gain people's attention.
3 comments:
I agree with what you said. I think that the new packaging works well with the message that Lays is trying to convey. They cleaned up the image to show that the chips are baked, not deep fried. This packaging disassociates Lays Baked Chips with their other chips that are deep fried. The look is much cleaner, healthier and less junky.
Concurred. Lays has become such a household name that they're able to abandon all the flashiness of BRIGHT IN YOUR FACE COLOR for something subtler and, as you said, healthier-looking. To me, BRIGHT IN YOUR FACE COLOR has the tendency to look either (a) obnoxious or (b) desperate, and while it can work in some cases, Lays and its new health trend is not one of these cases.
I would probably be more likely to buy the newer bag as well, especially if my intention was for a healthier alternative. Even though the product contains the same exact chips on the inside, in a weird way the newer bag seems healthier. The more neutral colors makes it seem more organic and simple, almost as if there are less chemicals or food preservatives in the product. (I know this is not the case but it is the perception that the bag gives off.) I think the brighter more colorful colors of the older bag seem more like traditional potato chips which we connect with being greasy and not healthy. I think they made a smart move and I'd be interested to see how the product sales are affected.
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