This year, Lay's is asking its consumers to go online and create a custom chip bag that shares one of their favorite summer memories. The pictures can be uploaded with a caption, creating a charming Polaroid-style image on the front of the chip bag. This playful packaging is expected to ship out around the Fourth of July, giving people who want to participate ample room to get their best photo and wittiest caption ready. However, the program will be limited to 10,000 custom chip bags. In contrast to the many identical bags that are pumped out by Frito-Lay, this small-batch production will give Lay's lovers a meaningful chip bag to gift or hold on to.
With initiatives like this and yearly contests such as Do Us a Flavor, Lay's is an expert at showing its consumers that it is willing to listen and connect to deliver what they're asking for.
Custom Chip Bags
Lay's Wants Consumers to Share Favorite Summer Moments on Its Bags
Trend Themes
1. Customization of Packaging - Opportunity for brands to engage with consumers by allowing them to personalize product packaging with their own photos and captions.
2. Limited Edition Production - Creating small-batch, limited edition products gives consumers a sense of exclusivity and uniqueness, and can drive higher demand.
3. Consumer Engagement Through Contests - Organizing interactive contests and initiatives enables brands to actively involve their consumers in product development and create a sense of brand loyalty.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage customization of packaging to create memorable and unique brand experiences for consumers.
2. Consumer Products - Limited edition production can be applied across a range of consumer products, allowing brands to tap into the desire for exclusive and collectible items.
3. Marketing and Advertising - Creating contests and engagement initiatives provides opportunities for marketing and advertising agencies to help brands connect with their target audience and build brand loyalty.