Lay’s Enjoy the Stax Crunch


Filipinos love to snack mindlessly on their favorite potato chip brands. We give in to our guilty pleasures as every bite takes us on a crispy, salty, and savory experience especially when we all hear that familiar satisfying crunch.

Frito Lay, PepsiCo’s brand for snacks, worked with BBDO Guerrero to launch a new campaign for Stax with Daniel Padilla joining Nico Bolzico as the newest addition to the Lay’s family. In the spot, DJ and Nico try to film an ASMR video (or sort of) with Stax but fails to produce a quiet ambient sound as they just couldn’t get enough of the crunch that they get from every bite of the flavorful potato chip.

“We aim to capture the irresistible sound of satisfaction the one gets from snacking on a can of Stax and make that deliciously distracting experience relatable to our consumers.” says Raymond Valenzuela, Marketing Manager for Frito Lay.

“Our goal was to make something that resonates well with our audience. We are grateful for the opportunity to work with our clients at Frito Lay for this campaign.” says Kyle Cruz-Tan, Client Services Director at BBDO Guerrero.

The campaign was launched on Lay’s social and Youtube channels. Stax is currently available in the following flavors: Original, Extra Cheese, Sour Cream & Onion, and Barbecue.