The Lay's Heist.

Lay's wanted to tie itself more closely to snacking in front of a screen at home, and to launch three limited-edition flavours in Saudi Arabia inspired by Netflix's Money Heist: Korea – Joint Economic Area. WARC's summary of the Dubai Lynx entry adds that the brand needed growth in a saturated salty-snack market and had to reach young Saudis who watch a lot of video and want experiences they can take part in.

Science & Sunshine had the show's crew "heist" Lay's itself. From the end of February 2023, Lay's packs vanished from the shelves of a few supermarkets, leaving graffiti of the show's mask behind, and the crew then "hijacked" Lay's Arabia's Instagram account and Lay's outdoor ads across the Kingdom with more clues. Once people were trading theories and the shelves were restocked, a film showed the Money Heist: Korea crew storming the Lay's factory in Riyadh, not to steal but to create three flavours named after characters: The Professor (Kimchi Noodle), Tokyo (Wasabi & Ginger) and Denver (Spicy Ranch). Three "eyewitness" films followed on TV and social, and the masked crew handed out samples in malls, alongside influencers, a TikTok hashtag challenge and a brand integration in MBC's Saudi Idol.