The Spring Festival is approaching, and a New Year challenge will be launched to you: when you go home to stay with your parents and relatives for the New Year, don't play with your mobile phone, how long can you last?
If you take 10 minutes as a level, then if you can last more than half an hour, you may already be considered a "king".
Maybe we don't want to admit it, but for most people, going home for the Chinese New Year is just a change of place to play on their phones. I don't know what to talk about, I'm afraid of embarrassment, and there is a generation gap......Even if we don't know our relatives well, there seem to be 10,000 reasons why we can unconsciously reach for our mobile phones. Hmmm......It may be the phone that moved first.
However, this is by no means the ideal atmosphere that the Spring Festival should have. The streets and alleys are filled with the joyful "Golden Snake Dance", and the family in the house gathers together to chat about the shortcomings of the family, eat potato chips and snacks to share the fun, exchange what interesting things have happened in each other's lives this year, and create beautiful family memories with the family, which is the main theme of the Spring Festival. But the first step in the problem is,How to let everyone put down their mobile phones and communicate and share with the whole family?
Lay's potato chips in the Year of the Dragon theme "Joy at home", it seems to really teach us how to make the whole family open their mouths during the Chinese New Year. With the laughter and laughter between family members, small potato chips are not only snacks, but also become a carrier of emotions between family members. With the story of the commercial, let's return to the warm and happy reunion of the small family.
The first step is to reject internal friction and start with me - sharing!
The Spring Festival is originally a festival of sharing, where relatives and friends share the year's laughter, touching, blessings, etc., but contemporary people are ashamed to express their emotions, so start with the simplest action and share food. This Spring Festival, naturally, started with the sharing of Lay's potato chips. With the sharing of potato chips by Shen Teng and Ma Li, the spokespersons of Pepsi Foods for the New Year, the atmosphere of small family reunion was opened, and the family members on the screen also "spoke" one after another, communicating and interacting while eating potato chips. And in order to make this communication between relatives stronger, the brand has made another move.
The second step to make this Spring Festival more complete is to deliver happiness.
Happy Spring Festival, naturally there must be some happy things. So through a flurry"Le one"The topics and programs have also become closer to the communication between family members. At the same time, through the interaction between family members, this commercial also seems to tell us that no matter what happens, family members are always the greatest support. It's like no matter who is performing the show in **, everyone will praise it; No matter what you want to celebrate the New Year, as long as you are happy. Reuniting with family always makes us feel the simplest joy and happiness.
In fact, in a traditional Chinese festival with a clear and single theme, brands usually tend to move consumers through humanistic feelings, empathize with consumers, and expand brand influence.
Just like in this "Joy at Home" that allows the whole family to speak, Lay's potato chips have naturally become a concrete carrier for New Year's sharing and breaking the deadlock, forming emotional resonance with consumers, and also winning more possibilities for it to appear in more family gatherings during the Spring Festival of the Year of the Dragon. At present, the brand has also been launchedLay's sharing gift pack, Lay's Fortune bucket, Lay's snacks dragon-shaped gift box, Lay's snacks family bucket, Lay's gift sticks and other Spring Festival limited productsSynchronously cooperate with Lay's official e-commerce platform and social networking**, Lay's New Year coupon collection activity, Weibo surprise box, Weibo easter egg search and other ** interactive tools to issue relevant benefits to consumers and help sales conversion.
Although the cultural core of the Chinese New Year remains the same, we can still feel the emotional changes of the public this year through the emotional value conveyed by the brand.
In fact, this Spring Festival of the Year of the Dragon can also be said to be a long-awaited Spring Festival in the past three years. According to the recent "2024 Spring Festival Youth Social Media Trend Insights" report jointly released by Kantar and Xiaohongshu Commercialization, this year, as the first full New Year after the epidemic, consumers are generally expected to spend a more "New Year's flavor" Spring Festival holiday.
During the Spring Festival of the Year of the Dragon, we can finally make up for the regrets and depressions of the past, transform the thoughts of separation into happy reunions between family members, reunite with our families to feel the exclusive sense of ritual of the Spring Festival, and enjoy the beauty of small family reunion.
However, in different people's hearts, "home" has different definitions.
Now pause for five seconds, then quickly answer this question: What's the first image that pops up in your mind when you think of home?
During this time, Lay's potato chips also launched a topic through social ** and @人民** - what is the taste of home in your memory, in the interactive form of "home, there is, there is Lay's", to understand everyone's definition of "home". In order to let the whole people "open their mouths", the people take the lead in "opening their mouths": there are intangible cultural heritage inheritors, food experts with rich stories, craftsmen, florists, train conductors, families of five generations in the same house, etc., with the ** concretely conveyed the meaning of [home] that carries time and memory, and at the same time connects the New Year's harvest wishes with the new farmers of Lay's Farm. In addition, the actors Ma Li, Allen, and Chang Yuan in the commercial also joined the topic discussion through social accounts.
The sound of beating rice cakes, the sweetness of maltose, the fragrance of flowers filling the house, family hugs, and good memories ......Obviously, the appearance of home in everyone's mind is unique.
With the fermentation of the topic of "there is a family, there is a happy thing", dozens of companies such as @新华社 @光明 Global Times have also joined the relevant content discussion. From this atmosphere of sharing among the whole people, we have also seen more people's understanding of "home" in their hearts.
In addition to the memories related to family such as the food cooked by my mother, the tea made by my father, watching TV with my grandparents, and grabbing red envelopes in the group with relatives and friends, there are also the prosperity of the motherland, the food in my hometown, and the more than 20 kittens at home.
This smell of the New Year is every Chinese's family memory of the Spring Festival.
Sticking Spring Festival couplets, eating Chinese New Year's Eve meals, begging for red envelopes, setting off firecrackers, watching lanterns and ......It can be said that the Spring Festival is the most solemn festival of the Chinese sense of ceremony. It is precisely because of this that in the 365 days of the year, it may be difficult for us to remember what we were doing most of the time, but we can always remember the stories that happened during the Spring Festival, and even with the curvature of the corners of the mouth, I miss it with taste.
Because these are memories related to our families, the emotion of "peace of mind here" transmitted through memories makes us feel so warm and happy. The traditional culture of the Spring Festival has been passed down through generations of family memories, and has even become a link with family members every year.
With the discussion of "Have Home, Yes, Have Lay's" on the eve of the Spring Festival, it may be a good time for us to stop and think about those happy moments that belong to small families. Every "opening" is a beautiful moment to communicate, reunite, share happiness, and feel family happiness. Family, Lay's, potato chips snacks...There are also unique customs and rituals that belong to each family, which constitute a unique small family happiness in everyone's mind.
In this process, Lay's potato chips have gradually become the carrier of our family's emotions and memories.
Regarding the customs of the Chinese New Year, the earliest ** in a legend, there is a monster called "Nian", on the Chinese New Year's Eve every year, so on this day the whole family will eat together, lively all night vigil, gradually people have formed the habit of staying up on Chinese New Year's Eve, symbolizing the exorcism of all evil plagues.
Therefore, the Spring Festival also means removing the old and welcoming the new, one of the most lively festivals of the year, and it is also a family reunion to get together and start a new life of the year.
The theme of this year's "Joy at Home" revolves around the stories and scenes of "Little Family Reunion", and Lay's Potato Chips hopes that everyone can communicate and share well with their families, and feel the joy and happiness brought by family reunion. Maybe there are moments that make us feel that things at home can be put aside first, and they are all small things. But it is these "little things" that create many happy moments in life.
This year, I can finally go home and reunite with my family, cherish every happy moment with my family, share more fun things with my family, share delicious snacks and potato chips, and let the warmth and happiness of the family reunion become a happy memory at the beginning of this Year of the Dragon. This may also be the Spring Festival, from a family called Lay's potato chips, to us a "mouth".
This article is the original of FBIF Food & Beverage Innovation, author: mamo, editor: bobo, **please contact for authorization.