Client: Lay's (PepsiCo) | Category: FMCG, Snacks, Festive Gifting | Discipline: BTL, Structural Gifting Pack, In-Store Activation Display | Occasion: Christmas 2025 | Format: Tree-Shaped Multi-SKU Display Box, Two Design Routes | Market: Malaysia | Agency: Laugh Advertising, Kuala Lumpur
To turn seasonal promotions into a true retail moment, we designed a festive, Christmas-themed packaging concept for Lay's that doubles as both a product container and a visual centrepiece.
Inspired by iconic Christmas forms like trees and gingerbread houses, the structure transforms Lay's packs into a giftable display that feels playful, premium, and instantly eye-catching on shelf. Bold colours, illustrated festive details, and strong Lay's branding work together to drive impulse purchase while making the packaging part of the celebration itself.
Designed for in-store activation, the pack holds multiple Lay's SKUs and elevates the brand from everyday snack to seasonal highlight—perfect for gifting, sharing, and festive retail impact.
Where the pack ends up — not on a shelf, but on the table, holding its own beside the tree.
Two design routes give the concept range. The first leans into gingerbread — warm biscuit tones, piped-icing linework, candy canes and hand-drawn festive details that make the tree feel baked rather than printed. The second goes classic Christmas: bold Lay's yellow with a green-and-white tree, a beaming Santa handing out packs, and a chimney-red crown, with cheerful lines like Tidings of Joy, Crisp to Enjoy and a Santa-stuck-in-the-chimney gag on the reverse. Different moods, same structural thinking — a cut-form tree silhouette that reads instantly from across the aisle, tiered shelves that hold the SKU range at a grabbable height, and windows and doors that turn simply taking a packet out into a small moment of play.
The gingerbread route — piped icing, candy canes and biscuit tones, with a train of packs merchandised along the base.
The classic route — Lay's yellow, a beaming Santa, and doors that make taking a packet out part of the fun.
Most packaging has a short life: it wins a glance, gets bought, gets emptied, gets binned. Festive gifting formats break that pattern, because they're designed to be displayed. When a pack is beautiful and structural enough to become part of someone's decorations — a centrepiece, a gift, a thing guests notice — it keeps earning long after the purchase, and it quietly upgrades what the brand is worth in the moment. That's the real prize in seasonal work: shifting an everyday impulse product into gifting territory, where shoppers spend more willingly and buy in multiples, and where the pack becomes the reason it's chosen over the identical snack beside it. The discipline is holding three things at once, a structure striking enough to stop a shopper, practical enough to merchandise real stock and survive a supply chain, and charming enough that nobody wants to throw it away. As a creative agency in Kuala Lumpur, we design festive gifting packs, structural BTL formats, and seasonal retail activations — for FMCG, snack, and lifestyle brands across Malaysia and Southeast Asia.
Capabilities applied to this project: Lay's Christmas box, festive gifting packaging design, Christmas packaging design, structural packaging design, BTL creative design, in-store activation design, seasonal retail display, multi-SKU display pack, gift box design, die-cut structural design, snack brand BTL, festive shopper marketing, BTL agency Kuala Lumpur.
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