Lay’s has debuted a new collection of selfie-ready chip bags. The bags, which feature a variety of different smiles, rolled onto store shelves across the US on February 12.
But the smile bags aren’t just a marketing gimmick; Lay’s is raising money for Operation Smile, an organization that helps children around the world get cleft lip and palate surgery, improving their health and lives. For every purchase of a special bag, Lays will donate a portion of the profits to the organization, up to $1 million. So don’t feel guilty about your junk food habit. You’re supporting a good cause.
Singer Jordin Sparks is also supporting the cause, promoting the new bags with a performance at a pop-up in New York City.
You can also order a custom bag with your own smile on Lay’s website – although only in the classic flavor. And, if you’re too lazy to buy a real bag, Lay’s has filters on their website with the different bags. You can easily upload a selfie and add to the goofy bag of your choice.
Lay’s is encouraging buyers to share their selfies with the bags on social media using the hashtag #smilewithlays. This is a smart move, enabling consumers to conduct the majority of the marketing for the campaign. The special bags will be available until April 7.