The 'Flavor Swap' Campaign Pits Old Flavors Against New Ones
Katherine Pendrill — January 27, 2016 — Marketing
References: fritolay & brandeating
Lay's recently launched its 'Flavor Swap' campaign to test out four new chip flavors. Like previous Lay's campaigns, the new initiative gives consumers the opportunity to share personal feedback and influence which products they will see on store shelves.
The Flavor Swap campaign is a unique promotion that involves asking consumers to choose between old and new versions of some of their favorite chips. The four classic flavors up for debate include Honey Barbecue, Flamin' Hot, Cheddar & Sour Cream and Kettle Cooked Sea Salt & Cracked Pepper. These flavors could respectively be replaced by flavors such as Korean Barbecue, Fiery Roasted Habanero, Smoked Gouda & Chive and Kettle Cooked Olive Oil & Herbs. Consumers can participate in the challenge by voting for their favorite flavor in each of the categories. Voting also enters consumers in a draw that includes $1,000 daily giveaways and a $250,000 grand prize.
The campaign demonstrates how brands can use consumer input to tailor their products to changing preferences.
The Flavor Swap campaign is a unique promotion that involves asking consumers to choose between old and new versions of some of their favorite chips. The four classic flavors up for debate include Honey Barbecue, Flamin' Hot, Cheddar & Sour Cream and Kettle Cooked Sea Salt & Cracked Pepper. These flavors could respectively be replaced by flavors such as Korean Barbecue, Fiery Roasted Habanero, Smoked Gouda & Chive and Kettle Cooked Olive Oil & Herbs. Consumers can participate in the challenge by voting for their favorite flavor in each of the categories. Voting also enters consumers in a draw that includes $1,000 daily giveaways and a $250,000 grand prize.
The campaign demonstrates how brands can use consumer input to tailor their products to changing preferences.
Trend Themes
1. Flavor Swap Campaign - Lay's Flavor Swap campaign is an opportunity for companies to get consumers' feedback and preferences on their products, leading to the development of new or improved flavors through consumer-based insights.
2. Consumer-centric Marketing - Consumer-centric marketing focuses on creating campaigns that prioritize the opinions and participation of the consumer, leading to stronger brand-consumer relationships and higher revenue-generation.
3. Product Innovation Optimization - Product innovation optimization is an opportunity for companies to understand consumer preferences and develop new product offerings that meet or exceed consumer expectations.
Industry Implications
1. Food & Beverage - The food and beverage industry can use consumer feedback to curate new products or adjust existing ones to enhance customer satisfaction and loyalty.
2. Marketing and Advertising - Marketing and advertising have the opportunity to create campaigns that engage consumers and allow them to be part of the product development journey, creating a personal connection with the brand.
3. Consumer Goods - Companies in the consumer goods industry can use the Flavor Swap campaign as a model for gathering consumer feedback to develop new products or refresh existing ones with consumers' preferred flavors.
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