An ad campaign will establish a relationship with the consumer, because people will buy brands they recognize or that capture their attention. The advertisers must use any means to call attention to their product over their competitors. They employ celebrities in fantasy sequences or use familiar situations to relate to the consumer.
Over the past few years advertising is heavily done via social media. I have two examples on facebook of Lays potato chips or, as it’s known in Mexico, of Sabritas. Sabritas’ latest ad features Enrique Iglesias, the latin hearthrob using his charm to get at a girl’s chips. It almost works! This ad features the original lays flavor.
https://www.facebook.com/PapasSabritas/videos?ref=page_internal
In the U.S., Lays had a different campaign this past year with its own dedicated website. It was called “Do Us A Flavor” or dousaflavor.com which ended 10/18/15 and featured a nationwide campaign for a new Lays flavor (the winner was Southern Biscuits and Gravy).
https://www.facebook.com/lays?ref=nf
One thing Frito-Lay does do is relate to their consumer using flavors. The blog below has a list of 204 lays flavors in different countries. In Thailand they have a Tom Yum flavor, whereas in India they have Mango Mastana. And we thought sea salt and vinegar was special once upon a time.

http://nowthatsnifty.blogspot.com/2012/01/204-lays-potato-chip-flavors-from.html

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Lays and Sabritas, all part of PepsiCo

As written in a press release by PepsiCo in March, 2012, ” PepsiCo, Inc. today announced that its global “Banner Sun” potato chip portfolio has grown to more than $10 billion in annual retail sales, anchored by Lay’s, the world’s largest food brand and the No. 1 potato chip brand globally.<!– Paragraph before: The "Banner Sun" logo – which appears on packaging for leading brands such as Lay's, Walkers, Smith's and Sabritas – has grown into a symbol for quality potato chips around the world. Lay's and Walkers are among PepsiCo's portfolio of 22 billion-dollar food and beverage brands, a number that has doubled since 2000 – further illustrating the strength of the company’s worldwide food and beverage business.

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The “Banner Sun” logo – which appears on packaging for leading brands such as Lay’s, Walkers, Smith’s and Sabritas – has grown into a symbol for quality potato chips around the world. Lay’s and Walkers are among PepsiCo’s portfolio of 22 billion-dollar food and beverage brands, a number that has doubled since 2000 – further illustrating the strength of the company’s worldwide food and beverage business.

<!– Paragraph before: Expansion into international markets has driven the success of PepsiCo's potato chip portfolio, with about 60 percent of "Banner Sun" sales coming from outside North America. The top 10 markets are: the United States, United Kingdom, Russia, Canada, Spain, Australia, China, Mexico, Netherlands and India. 

–> <!– Paragraph After: Expansion into international markets has driven the success of PepsiCo's potato chip portfolio, with about 60 percent of "Banner Sun" sales coming from outside North America. The top 10 markets are: the United States, United Kingdom, Russia, Canada, Spain, Australia, China, Mexico, Netherlands and India. 

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Expansion into international markets has driven the success of PepsiCo’s potato chip portfolio, with about 60 percent of “Banner Sun” sales coming from outside North America…” (PepsiCo Potato Chip Brands Surpass $10 Billion in Global Retail Sales. (2012, March 14). Retrieved November 4, 2015)