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This is part of a case series. Lay's was a second mover when it introduced its potato chips to rapidly evolving post-communist Hungary. By inserting cash into its potato chip bags, Lay's increased sales dramatically and permanently (ie, also post-promotion). In contrast, after withdrawing a second 'Money in the Bag' promotion, sales fell. Students prepare case (A) (5 pages) at home. Three in-class cases and a teaching note provide analysis and managerial implications.