Marketing Currents - Business and Marketing Current Events

Frito Lay Created 8 Different ‘Groundhog Day’ Ads to Air Across ABC All Day Friday


TEACHER SUGGESTION: Share this video in its entirety with students in class, preferably before they see the headline or the name of the video. Ask students to consider their reaction to this campaign from Lay’s as you work through some of the discussion questions.

NEWS STORY: When it comes to Lay’s potato chips, it’s long been hard to eat just one. On Friday on ABC, it may also be hard to watch just a single commercial for the popular snack.

Click here to read the story at

Discussion Questions:

  1. What is publicity?
  2. Why would a brand intentionally want to generate publicity?
  3. What is a publicity stunt?
  4. Is there any risk to a publicity stunt?
  5. What was the goal of this campaign from Lay’s, according to Chris Bellinger, chief creative officer of PepsiCo Foods U.S.
  6. What is the message that Lay’s is trying to communicate to consumers with this Groundhog’s Day advertising?
  7. When did these ads air?
  8. Why do you think they only aired on ABC programming?
  9. What was your reaction to the ads? Did you think they were funny? Annoying? Did it have any impact on how you feel about Lay’s potato chips? Did it inspire you to want to try a new flavor?
  10. What is an agency?
  11. What agency created this campaign, according to this story?
  12. What is the difference between that agency and PepsiCo creating the ads “in-house”?
  13. Why do you think PepsiCo chose to use an agency for this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.