We dropped a rumor via PR that Lay’s is launching chips with Kazakh taste of ‘Sarkyt’ – important tradition and meme flavor in SMM. And it became viral - EVERYONE started discussing, sharing, guessing, including influencers, driving massive awareness. The next day we issued a refutation, but promised that the first Lay's in the Kazakh style would still be, but with a different flavor! And millions of Kazakhstanis eagerly began to wait for the official launch to try the novelty as soon as possible!