Lay’s Do Us A Flavor: Increasing Relevance in an Ever-Changing Macro Environment
If you’re a discerning potato chip fan, maybe you remember coming across these unusual flavors on grocery shelves back in 2012: Sriracha, Chicken & Waffles and Cheesy Garlic Bread.
What did these flavors have in common? They were dreamed up by Lay’s customers during Lay’s first U.S.-based “Do Us a Flavor” campaign. Millions of flavors were submitted during the campaign, and judges chose these three for production. Then, in a nationwide vote, Cheesy Garlic Bread took home top honors.
What compelled so many people to engage with a campaign centered around potato chips? The promise of a million-dollar prize for the winner certainly helped, but what really fueled the campaign was a thorough understanding of millennials, what motivates them and how to reach them.
In his recent #MRweek webinar, Samuel Schmidt, Lay’s marketing manager, discussed the story behind the original “Do Us a Flavor” campaign and explained how the 75 year-old brand managed to build on the success of the original contest in subsequent years. The webinar provided an insightful and entertaining look into what Lay’s calls, “the most successful engagement program in Global Lay’s history.”
If you missed it, don’t worry – you can watch a recording of the webinar by clicking the link below. Tune in and you’ll see Wayne Brady improvise a silky smooth R&B song about a chip flavor called “Milk Steak.” That alone is worth the price of admission (which is, of course, nothing).
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