PepsiCo and Lays have won silver in the A’ Design Award. It’s one given for product packaging and a D&D potato. Those of us in the UK know Lays as Walkers. Walkers is, I suggest, a much better character class.
According to the company, the Lays packaging “transports” consumers into the world of Dungeons & Dragons. How? The potato is presented as a D&D character in the branding tie-in.
A press release from the company said,
This award-winning design not only aligns with current trends in the packaging industry but also demonstrates the practical benefits of combining creative design with brand tie-ins, offering a unique and exciting experience for Lays customers.
Technically, the tie-in was for the D&D movie.
The A’ Design Award page does not hold back with praise, saying,
This Silver A’ Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Lays Dungeons And Dragons is a vastly envied creation that evokes desires, introduces positive feelings, and sparkles amazement and wonderment.
Tell me, can you spot a Mimic when you see one?
Via press release.
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