Even the biggest brands can forget to state the obvious.

A few weeks ago, Lay’s announced what it called the largest brand redesign in its nearly 100-year history.

The radical new changes?

Warmer colors. A “sunnier” logo. A line that says: “Made with real potatoes.”

(Courtesy Lay’s)

What surprised me in this rebrand wasn’t the new design (aside from how it looks almost identical to the old one).

It was Lay’s admission that 42% of its customers don’t know the chips are made from real, farm-grown potatoes.

Competitor Pringles makes its product from potato flakes. Yet nearly half of Lay’s own customers don’t know they’re already buying better ingredients.

Presumably, other chip eaters also don’t know.

This is wild for a brand that literally wraps its cube vans to look like farm trucks full of potatoes.

And so, it’s a reminder: what’s absurdly obvious to you is invisible to many of your buyers.

Lay’s finally said the thing they assumed everyone already knew.

And in doing so, finally turned a quiet truth into a competitive edge.

If your product’s strength isn’t being noticed, it’s not a feature. It’s a missed opportunity.

Say it clearly. Put it upfront.

Even if you’re sure it’s obvious.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.