In today’s rapidly evolving market, collaborations between food and fashion brands are making waves, offering consumers a fusion of creativity and culture beyond traditional marketing. 

In recent years, we've seen high-profile collaborations like McDonald's partnership with Nike's Air Force 1, Louis Vuitton and Balenciaga teaming up with Lay’s in 2022, and Tiffany & Co. joining forces with Supreme and Oreo that same year.

One of the most exciting examples of this trend is the latest partnership between Lay’s India, and Huemn, a fashion label known for its bold streetwear designs. 

Together, these brands aim to redefine consumer experiences by blending style and snack culture, allowing fans to engage in a unique and immersive way.

From hidden fashion items inside Lay’s packs to an interactive discovery experience, this partnership aspires to tap into consumer excitement, combining playfulness and high fashion to leave a lasting impression. 

However, the limited-edition merch hidden in the pack is only available for the launch period. Starting today, the merch will also be available on Huemn’s platforms.

The Lay’s x Huemn collection will be available for over a year on Huemn's platforms, and the marketing efforts intend to leverage digital conversations and influencer engagement. 

To ignite curiosity, Lay's put out teaser campaigns on social media which have been conceptualised by Leo Burnett.

Manifest caught up with Saumya Rathor, potato chips – category lead, PepsiCo India, to delve into the creative journey behind this collaboration, how it captures today’s consumer imagination, and what it signifies for the future of brand engagement.

Edited excerpts: 

What was the intent of the collaboration with Huemn and how does PepsiCo aim to leverage this? 

I believe iconic brands like Lay’s, which deeply influence and resonate with culture, need to constantly find new ways to engage with their consumers. A brand as beloved as Lay’s must continually explore fresh approaches to connect with its loyal audience—the true fans of the brand. Naturally, when we think about Lay’s from a marketing perspective, we consider every medium—whether it’s TV, digital, or other platforms.

What’s clear to me is that young people today love to express their passions openly; they enjoy showcasing the things they care about. That’s exactly where this collaboration with Huemn comes from—it’s rooted in our desire to offer something new and memorable for our consumers. We want to tap into the love and fandom they have for the brand, creating experiences they find truly exciting and engaging.

In collaborations like Lay’s x Huemn, how do you measure the success of blending two distinct industries in terms of brand equity and consumer loyalty?

Huemn has been a long-term partner, and we've collaborated with them in the past as well. For Lay’s, it's all about colour, joy, and bringing fun to everyday moments. And when we think of Huemn, it’s the same. Their collections are vibrant and full of energy, and joy, which is why this partnership feels so natural. The synergy between Huemn and Lay’s is rooted in their shared use of bold colours and the joyful spirit they both embody.

For me, the success of campaigns like this lies in driving conversations. It’s about how much buzz the brand can create, not just within its core audience, but also reaching those who may not have been as engaged with Lay’s before. Ultimately, the goal is to spark meaningful conversations and increase brand visibility across different consumer groups.

How will you be leveraging this partnership in terms of marketing? What does the marketing split look like for the same?

We have something fascinating lined up. What truly matters to me is the intent behind the collaboration and how it's brought to life. The team has come up with a brilliant idea from the start—everything happens inside a bag of Lay’s. When you open a bag of Lay’s, that’s where all the joy comes from. So, we thought, why not extend that joy into the collaboration itself?

There were various ways we could have executed this, like a fashion show, but we wanted to take it directly to the consumers. Instead, we’ve designed a clever treasure hunt. Shoppers will find special Lay’s packs in stores, and when they open one, it won’t just contain chips—there’ll be a limited-edition T-shirt inside. This approach captures the power of storytelling: it's not just about having an amazing collaboration but about making it come alive for the consumer. People associate Lay’s with that joyful moment when they open a bag, and now there’s an exciting surprise waiting inside.

We are not launching an ad film, but the campaign will build strong digital conversations through influencers and word of mouth, tapping into a fresh approach to media communication.

With brands increasingly focused on cross-industry collaborations, what trends do you foresee shaping the marketing landscape over the coming years?

When two powerful brands come together, the outcome is often greater than the sum of their parts. That’s where the real magic happens. A successful collaboration should allow both brands to shine equally, without one overshadowing the other. It’s about creating a partnership where each brand’s strengths are showcased, resulting in mutual benefit. Collaboration is the future, and in today’s pop culture landscape, we see this all the time. When you're scrolling through Instagram, it's hard not to notice how people are constantly talking about "the collab no one saw coming" or "the collab everyone’s been waiting for."

Collaborations fuel culture by bringing together two strong cultural forces. It’s like when an unexpected character shows up in a movie, and you think, “This is the collab I didn’t know I needed.” These moments resonate because they bring together iconic elements of our society. I’m a big fan of this because, in a world where attention is the most scarce resource, collaborations cut through the noise. They make content more engaging, and more memorable. Consumers notice it, love it, and want to be a part of it. For us in marketing, the challenge is always about making brands visible and engaging, and collaborations are a powerful way to do that.

What role do experiential marketing and multisensory brand experiences play in shaping consumer perception in today’s market?

Experiences are incredibly important, and while we're discussing this particular campaign, if we look at the broader work we've done over the past year, we've consistently focused on delivering fresh experiences to our consumers. These experiences can take many forms. For example, when we introduce an innovative product, it’s a new experience from a brand perspective. Earlier this year, we launched Lay’s Heartiez—a heart-shaped snack that no one expected. It was a unique, in-and-out product that brought something new to the table.

Another example is our 'Ways to Lay's' campaign, which we are extremely passionate about. When one looks at how consumers engage with Lay's, one in five homes in India uses it in a recipe. That, in itself, becomes an experience. Whether it’s adding Lay’s to noodles for that extra crunch or using it in an aloo sandwich, culinary innovation has been a core focus for us, and we've experimented with it in the past.

This campaign is pushing the boundaries of experience even further. Consumers can engage with the brand in so many ways—by touching it, feeling it, smelling it. And now, through merchandise, it’s another layer of connection. It’s about giving people the opportunity to wear what they love, expressing their attachment to the brand tangibly.

How does PepsiCo intend to navigate the festive season this year and what is the expected revenue impact of this year's festive campaigns in comparison to past years?

We have a major relaunch coming up in the South that’s going to be a significant event for us. It’s already in progress, and we’ll be officially unveiling it in about two weeks. I’m looking forward to discussing it with you closer to the launch, as we’re excited about this initiative. Festive seasons are crucial for us; as I have always said, September through December is like the Saturday and Sunday of the year. It’s a time filled with positivity and sentiment that’s ideal for an FMCG brand to engage with. And what better way to tap into this festive spirit than with a brand relaunch?

Finally, what strategies does PepsiCo plan to implement to drive further growth for Lay’s?

We are a highly consumer-centric company, consistently attuned to what our consumers are telling us. Our focus is on innovation, ensuring we continually offer products that resonate with consumers. We are committed to meeting their expectations with top-quality products and exciting flavours. While I don’t anticipate any major challenges, I am confident that by staying consumer-focused, we will keep delighting our customers. Our goal is to bring joy not only to our consumers but also to our communities, as our brand is driven by purpose. We will continue to focus on delivering that joy.