Ms. Chonlakorn Apichattham, Marketing Director for Snacks in Thailand and Director of the Snacks Center of Excellence in Indochina at Pepsi-Cola (Thai) Trading Co., Ltd., said, “With consumer behavior changing rapidly and our main target being Gen Z, Lay’s MAX has focused on marketing strategies that include influencers, artists, and singers with large followings. This fits perfectly with the lifestyle of our audience. We’ve also run activities on social media and collaborated with business partners, all while continuously developing new Lay’s MAX flavors to reach our target audience and grow sales.
Our partnership with BUZZEBEES for the ‘Open Max, Trade for Rare’ campaign brings a new dimension to our marketing. The campaign integrates BUZZEBEES’ system with the game “Nice to Z You: Hide & Seek Party,” aiming to engage Gen Z further. Lay’s MAX recognizes that offering new, exciting shopping experiences—like earning exclusive skins inspired by zbing z. through gameplay or exchanging points for tech gadgets—helps build brand recognition and attract a wider audience. BUZZEBEES, with over 10 years of expertise in CRM & Digital Engagement Platforms, brings added excitement to the campaign, encouraging even more consumer participation.”
Ms. Nattida Sanguansin, Managing Director and Co-Founder of BUZZEBEES, said, “This collaboration is a major opportunity for BUZZEBEES. Pepsi-Cola (Thai) Trading Co., Ltd. has trusted us to develop the marketing campaign for Lay’s MAX, strengthening our presence in the FMCG sector, particularly among younger consumers. BUZZEBEES is well-equipped to integrate rewards and items into its system, building strong, lasting relationships between brands and their customers. According to our research, Gen Y and Gen Z are highly loyal to brands that create impressive experiences, often through participation in campaigns. For these younger generations, rewards play a key role, and our system’s flexibility in offering customized rewards is one of BUZZEBEES’ greatest strengths.”