Lay's 'Do Us a Flavor' Challenge Asks Americans to Get Creative
Katherinev123 — July 23, 2012 — Marketing
References: facebook & finance.yahoo
The Lay's 'Do Us a Flavor' campaign has just launched, and its asking Lay's-loving Americans to get creative and help it come up with its next chip flavor.
To do so, the brand has launched a Facebook flavor submission tool and built a Lay's pop-up store in the middle of Time Square in New York. Here, passersby can sample new chip flavors, submit their own, and also receive help from celebrity Michael Symon and actress Eva Longoria on their submissions. The two celebs will also help choose three finalists in the flavor contest.
The contest is in celebration of Lay's 75th anniversary next year. The person who submits the winning flavor will get $1 million or $1 of the chip's 2013 net sales, whichever is more, says Yahoo Finance, and the two runner-up flavors will get $50,000 each.
To do so, the brand has launched a Facebook flavor submission tool and built a Lay's pop-up store in the middle of Time Square in New York. Here, passersby can sample new chip flavors, submit their own, and also receive help from celebrity Michael Symon and actress Eva Longoria on their submissions. The two celebs will also help choose three finalists in the flavor contest.
The contest is in celebration of Lay's 75th anniversary next year. The person who submits the winning flavor will get $1 million or $1 of the chip's 2013 net sales, whichever is more, says Yahoo Finance, and the two runner-up flavors will get $50,000 each.
Trend Themes
1. Crowdsourcing Chip Flavors - The Lay's 'Do Us a Flavor' challenge demonstrates the trend of using crowdsourcing to generate innovative chip flavors.
2. Interactive Marketing Campaigns - The Lay's 'Do Us a Flavor' campaign showcases the trend of interactive marketing campaigns that engage consumers in product development.
3. Celebrity Collaborations in Product Design - The involvement of Michael Symon and Eva Longoria in the Lay's 'Do Us a Flavor' contest highlights the trend of celebrities collaborating with brands for product design.
Industry Implications
1. Food and Beverage - The food and beverage industry can leverage the crowdsourcing trend to engage consumers in product innovation and develop unique flavors.
2. Marketing and Advertising - The marketing and advertising industry can explore interactive campaigns that encourage consumer participation to generate buzz and increase brand engagement.
3. Entertainment and Celebrity Endorsements - The entertainment industry can find opportunities in collaborations between celebrities and brands, leveraging their influence to drive product innovation and consumer engagement.
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