Lay’s Potato Chip Redesign: Why Your ‘Obvious’ Isn’t Your Customer’s Obvious

In a world increasingly focused on ingredients and sourcing, a critical disconnect can be devastating for even the most established brands. For Lay’s, a brand synonymous with potato chips, the realization that a staggering 42% of its consumers were unaware the chips are made from real potatoes presented a significant challenge. This oversight, especially in today’s ingredient-conscious market, posed a tangible risk to brand perception and consumer trust.

Addressing the Core Disconnect: A Century in the Making

To tackle this fundamental issue, Lay’s embarked on its most significant packaging redesign in its 100-year history. The objective was clear: to bridge the gap between the brand’s reality and consumer perception. This extensive overhaul involved updating the font and logo, but most importantly, it introduced a prominent visual emphasis on potatoes across the entire packaging. The message is simple yet powerful: Lay’s chips are, and always have been, made from real potatoes.

The Peril of Assumed Knowledge

Jason Feifer, in his analysis of this strategic move, highlights a crucial business lesson: “Your ‘obvious’ isn’t their obvious.” This principle underscores the danger of assuming that customers share the same understanding or awareness as the brand or its internal teams. What seems self-evident to a company might be entirely unknown to its target audience. Taking clarity for granted can lead to missed opportunities and eroded brand loyalty.

Key Takeaways for Brand Clarity:

• Never Assume Understanding: Do not presume your customer grasps fundamental aspects of your product or service.
• Don’t Take Clarity for Granted: Actively work to ensure your messaging is clear, concise, and easily understood.
• Repetition is Key: If a piece of information is vital to your brand or product, communicate it repeatedly through various channels.
• Visual Reinforcement Matters: Utilize packaging and other visual mediums to reinforce key messages, as Lay’s has done with the prominent inclusion of potatoes.

Applying the Lesson to Your Business

The Lay’s case serves as a potent reminder for all businesses, regardless of size or industry. It prompts a critical self-reflection: What do you assume your consumer already knows about your offerings? Are there fundamental truths about your product or service that are not being effectively communicated? By re-examining your packaging, marketing materials, and customer touchpoints, you can identify areas where clarity can be improved, potentially unlocking new avenues for growth and customer engagement.

This article was inspired by insights shared by Jason Feifer on LinkedIn.