Lay's "Do Us a Flavor" (International)
Targeting - Snack lovers and flavor enthusiasts
Core Theme of the Campaign -
Engaging customers in product development with competitions
About the
Campaign -
Lay's potato chip promotion
Formula applied by the Campaign to elicit customer action -
Inviting consumers to create new chip flavors
Business Title
A Look at
the Campaign
Lay's "Do Us a Flavor" campaign is an international marketing initiative that has been run by Lay's, a popular brand of potato chips (crisps) owned by Frito-Lay, a subsidiary of PepsiCo. The campaign has been launched in various countries, including the United States, Canada, the United Kingdom, and others, with slight variations in the name and execution. Here's an overview of the campaign:
1. Soliciting Flavor Ideas: The core idea of the campaign is to invite consumers to submit their ideas for new potato chip flavors. Participants are encouraged to get creative and come up with unique and innovative flavor combinations.
2. Contest Format: Lay's typically runs the campaign as a contest, allowing people to submit their flavor ideas through various means, such as online submissions or social media. The contest usually has a submission period, after which Lay's selects a shortlist of finalists.
3. Public Voting: Once the finalists' flavors are produced and packaged as limited-edition chips, Lay's invites the public to vote for their favorite flavor. This voting process is often conducted online or through other promotional means.
4. Winner Announcement: The flavor with the most votes is declared the winner, and Lay's then produces and markets that flavor as a limited-time offering.
5. Engagement and Promotion: The campaign generates excitement and engagement among Lay's consumers, encouraging them to try the new flavors, vote for their favorites, and share their experiences on social media.
6. Variations Across Countries: While the core concept of "Do Us a Flavor" remains the same, Lay's adapts the campaign to suit the preferences and culture of each country in which it's launched. This includes selecting flavor finalists that reflect regional tastes and preferences.
The "Do Us a Flavor" campaign has been successful in engaging consumers, driving brand awareness, and generating social media buzz. It also allows Lay's to experiment with new and unconventional flavors, some of which did become permanent additions to their product lineup if they prove popular.
Please note that the specific details and variations of the campaign did change from year to year and from one country to another, so it's a good idea to check the latest Lay's marketing initiatives for the most up-to-date information.
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Brand Archetype serves as the North Star that guides the brand's Strategic Decisions, Messaging, and Visual Identity. It helps to define the brand's Personality, Voice, and Positioning in the market. For instance, a brand with the archetype of a "Hero" may exude confidence, bravery, and a sense of purpose, while a brand with the archetype of a "Lover" may evoke passion, intimacy, and sensuality. By understanding the Brand Archetype, your brand crafts a consistent brand narrative that resonates w
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Brand Vibe adds a layer of emotional depth to the brand by shaping how the brand wants its audience to feel. It goes beyond the rational aspects of the product or service and taps into the Emotions, Appeal, and Aspirations of the target audience. A brand with a vibrant and energetic vibe like "Sparkly" may appeal to a youthful, eventful, and adventurous mood of the audience, while a brand with a calming and serene vibe like "Cozy" may attract audience when craving for respite, mindfulness and se
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AN EXCLUSIVE PORTAL OF INSIGHTS OF MORE THAN 750 SUCCESSFUL COMPANIES' - BUSINESS OPERATING MODELS, BRAND STRATEGIES, REVENUE MODELS, GROWTH CAMPAIGNS THAT MAJORLY CONTRIBUTED TO THE BRAND'S POPULARITY, MARKETING PLAN & CORRESPONDING BRAND ARCHETYPE AND BRAND VIBE & METHODS OF INCORPORATING IT'S ATTRIBUTES IN THEIR PRODUCT & BRANDING
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BRAND COLOSSAL IS AN EXTENSIVE COLLECTION FEATURING OVER 600 TRANSFORMATIVE BRAND CAMPAIGNS EXECUTED BY SOME OF THE MOST RENOWNED BRANDS. THESE CAMPAIGNS HAVE NOT ONLY SIGNIFICANTLY ELEVATED THE POPULARITY AND RECOGNITION OF THE BRANDS BUT HAVE ALSO CONTRIBUTED TO THEIR INITIAL SUCCESSES.
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