PURCHASE, N.Y. -- Snack maker Lay’s is working to improve smiles. The brand has released bags that display happy faces to support Operation Smile, a charity that helps provide surgical care to people with cleft conditions. Bag purchases will help fund a donation of up to $1 million to be made to the Virginia Beach, Va.-based foundation. The specially designed bags will appear on shelves nationwide from Feb. 12 and April 7.
This initiative derives from a recent Lay's survey, which revealed that nine out of 10 people said seeing others smile makes them happy. Moreover, 95% said they would smile more often if they knew it could brighten someone's day.
"As a brand that has been celebrating joy for more than 75 years, our 'Smile with Lay's' campaign features a partnership with Operation Smile so that each time someone gets a Lay's Smile bag, they also help to give a smile to a child in need,” said Sarah Guzman, senior director of marketing for Lay’s.
Besides the bags, Lay’s has also engaged fans with its Lay’s Smile Experience, a three-day pop-up in New York’s Time Square from Feb. 8-10, and has the support of musician, actress and Operation Smile ambassador Jordin Sparks.
Lay's is owned by Purchase, N.Y.-based PepsiCo, which provides products in more than 200 countries around the world. Its portfolio includes 22 brands that generate more than $1 billion each in annual retail sales.
Virginia Beach, Va.-based Operation Smile gathers thousands of medical volunteers from more than 80 countries. The company works to advance healthcare delivery, train medical professionals, donate medical equipment and supplies, and increase access to surgical care for those with cleft conditions.