LAY’S® went to the movies with epic new packaging and an influencer kit tie-in for the 2023 blockbuster Dungeons & Dragons: Honor Among Thieves. With flavor as our guide, we rolled the dice and entered the legendary world of Dungeons and Dragons, joining the millions of adventurers ready for a taste of excitement.

The main character in our campaign was “The Potato,” a character in the movie and—yes—an actual potato. After all, every bag of Lay’s Potato Chips in the U.S. is made from our very own chip-perfecting potatoes grown on over 100 farms across the US and a handful in Canada.

As vessels for the kits, we sourced medieval-inspired chests, each housing a potato wrapped in gold foil. Seamlessly intertwined with the movie narrative, the chests helped immerse the kits in the Dungeons & Dragons universe while also housing limited edition bags for three new flavors—Lay’s Dragon’s Breath, Lay’s Harper’s Ale, and Lay’s Potato—featuring custom illustrations, each inspired by a character in the movie.

Boasting a specialized printing technique, bags of Lay’s Dungeons & Dragons: Honor Among Thieves incorporated a matte finish and metallic gold flourishes, adding a treasure-like luster to the special packaging for our chip-perfecting potatoes—the perfect way to get an epic party started.

Category:PackagingYear:2024Designers:PepsiCo, New York, New York, USAManufacturer:PepsiCo, New York, New York, USA