Lay’s Potato Chips contain just three ingredients: potatoes, vegetable oil, and salt. However, in a world where ingredient lists frequently cover half a product’s packaging, and ingredients themselves are 20 character contractions that even scientists struggles to understand, it’s safe to say that most people assume a snack food like potato chips must contain a smorgasbord of unnatural ingredients and chemical byproducts in order to taste so good.
To prove them wrong, Castro, an agency out of Argentina, developed a special vending machine the turns raw potatoes into bags of potato chips right before your very eyes.
Upon entering a store where the vending machine is on display, consumers are handed a potato with a sticker on it that directs them to take the potato to the snack isle and insert it into the Lay’s machine.
Once dropped into the machine (which only accepts potatoes; no coins allowed) a movement sensor triggers a one-minute video that walks consumers through the six-step process of creating a potato chip: Washing, Peeling, Cutting, Cooking, Salting and Packaging. A light-up guide highlights each step, and at the end of the process, a finished bag of Lay’s Potato Chips pops out of the machine.
What’s most impressive is that Castro even took care of the small details, such as a heater that warms each bag so that it comes out feeling like a freshly cooked potato. Details like that are often overlooked, but really go a long way towards completing the experience for the consumer, and helping the message sink in.
While some criticize the fact that a video is used instead of a tiny potato chip factory, because a video doesn’t support the message of being 100% natural, I think most consumers are impressed enough by the experience, and that the added headache of building a real potato chip factory inside the vending machine would not be worth the marginal increase in amazement. (It would just take one wild potato spilling hot oil all over the inside of the machine to cause a cleanup mess big enough to halt the whole idea…) Plus, if Castro wants to make more of these machines and take the campaign global, it’s a lot easier to replicate one that uses a video screen, and creates opportunities to update the message, allowing Lay’s to include things like a coupon dispenser, or social media connections.
While most brands see supermarkets as a place to offer samples or hand out coupons, the Lay’s vending machine is an example of a campaign that thinks outside the box, and will surely leave a lasting impression in consumers’ minds that just might change the way they think about potato chips.