Client: Lay's (PepsiCo / Frito-Lay) | Category: FMCG, Food, Snacks, Potato Chips & Crisps | Discipline: POSM, Retail Activation, Gondola Takeover, Block Display | Scope: POSM, Block Displays, Gondola Takeovers, Retail Activations, Promotional Materials | Season: Chinese New Year 2024 | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Most FMCG categories at Chinese New Year fight on the same axes — shelf visibility, gifting, festive cooking. Snacks fight on something different. CNY is fifteen days of open houses, reunion gatherings, and visiting friends and family — and the most relevant snack purchase isn't the one in the basket, it's the one that ends up in the bowl on the coffee table when guests arrive. Lay's at CNY isn't competing for the shopper's attention; it's competing for the host's trust that this is the snack worth putting out when company comes.
Red-and-gold palette and CNY graphics in service of bold Lay's branding.
Lay's CNY 2024 poster mechanics.
For Lay's Chinese New Year 2024, we designed a festive retail activation built to do exactly that — transform supermarket aisles into vibrant, high-energy festive destinations during one of the year's biggest snacking and gifting seasons. The campaign was executed across multiple POSM formats — block displays, gondola takeovers, retail activations, and promotional materials — combining festive Chinese New Year elements with bold Lay's branding and immersive dimensional structures. Rich red-and-gold palettes, celebratory graphics, and oversized product displays create strong shelf standout while enhancing the festive shopping atmosphere. As a creative agency in Kuala Lumpur specialising in FMCG retail and festive POSM, we built it not as a single display but as a full festive takeover — reinforcing Lay's as the fun, shareable snack brand that belongs in the centre of CNY gatherings.
The block display — Lay's positioned as the shareable snack worth putting in the bowl when guests come over.
The block display — Lay's positioned as the shareable snack worth putting in the bowl when guests come over.
Festive cues close-up — red-and-gold palette and CNY graphics in service of bold Lay's branding.
Lay's CNY 2024 — a full festive retail takeover, not just a single display, designed to own the snack aisle at peak season.
The campaign in context — a working supermarket aisle transformed into a festive destination.
Digital OOH visibility.
A single block display can win a moment. But peak festive seasons — CNY, Raya, Christmas — are won by a system of POSM working together across the aisle: block display, gondola takeover, end-cap, shelf-strip, promotional collateral, all in one festive language, all reinforcing each other. The shopper might walk past one piece; they can't walk past the whole environment. Designing that system — and producing it at the scale and consistency a peak-season retail rollout demands — is its own POSM discipline. As a creative agency in Kuala Lumpur, we design festive retail systems, gondola takeovers, block displays, and full POSM environments for FMCG, snack, beverage, and consumer brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Lay's CNY POSM, Lay's Chinese New Year campaign, Lay's POSM Malaysia, PepsiCo Frito-Lay creative agency Malaysia, gondola takeover design Malaysia, festive block display, CNY retail activation Malaysia, festive POSM design Kuala Lumpur, snack category POSM, FMCG festive retail system, Chinese New Year shopper marketing, modern trade display design.
Got a festive season that deserves a full retail takeover, not just a single piece of POSM? Let's design the whole aisle.
