Frito Lays- Lay’s, Do us a flavor, OMD US
The US macro snacks category is a gigantic $102 billion dollar category. Salty snack sales account for $14.9 billion dollars with Lay’s representing 54% of the $4.2 billion potato chip sales and category. However, while everyone still loves Lay’s potato chips, the brand was losing occasions with the next generation of snackers. To regain the emotional connection, the brand reenergized their “Do Us A Flavor” promotion and tapped into the consumer’s social world by asking them to come up with the next great Lay’s potato chip flavor. Lay’s would pick the top three suggested flavors and ask America to vote.
Because of the limited-time nature of the promotion, awareness was built quickly through TV, in-store, digital and a PR program. To drive meaningful participation, Lay’s created an easy-to-use application that let consumers suggest a new flavor in a quick, three-step process. People who needed a little extra inspiration could get help from “Chef Symon’s Flavorizer.” Once a flavor was created, Lay’s gave consumers tools to easily show off their flavor online including an “I’d eat that” button. As a result of the campaign, sales increased +2% in household penetration among millennials. Online, 1.2 million new US Facebook fans were generated, 3.62 million flavors were submitted in 12 weeks and US engagement with the Lay’s Facebook page increased 4500% year-on-year.