Pepsi-Cola (Thai) Trading has recently partnered with 7-Eleven Thailand to launch Lay’s Loaded D.I.Y., an interactive snacking concept that encourages consumers to customise their snacks with a variety of toppings and flavour combinations. The campaign builds on the growing popularity of DIY food culture and social-media-driven food experimentation, transforming a bag of chips into a personalised snacking experience.
The concept invites consumers to purchase participating Lay’s or Doritos products and create their own loaded snack combinations using toppings and add-ons. By putting customisation at the centre of the experience, the campaign taps into consumers’ desire for creativity, personalisation and shareable food moments.
To drive engagement, the campaign collaborates with four Thai KOLs, each developing a signature Loaded D.I.Y. recipe inspired by their own taste preferences. The KOL-created combinations provide consumers with ready-made inspiration while reinforcing the campaign’s focus on creativity, personalization and social sharing.
The campaign also integrates seamlessly with digital commerce. Consumers can order Loaded D.I.Y. creations through 7-Eleven Delivery and the 7-Eleven application.
