Advertiser: FRITO-LAY
Agency: ENERGY BBDO, XI CHICAGO
Category: Food and Non-Alcholic Drinks
Advertising campaign: LAY'S DO US A FLAVOR
VP/Creative Director: Jonathan Linder (Energy BBDO)
VP/Global Brands: Ram Krishnan (Frito Lay/PepsiCo)
SVP/Group Creative Director: Tim Pontarelli (Energy BBDO)
SVP/Group Client Service Director: Anna Bleers (Energy BBDO)
Director Of Marketing: Burke Raine (Frito Lay/PepsiCo)
Sr. Director Of Public Relations: Chris Kuchenmeister (Frito Lay/PepsiCo)
Chief Creative Officer: Dan Fietsam (Energy BBDO)
Sr. Director Of Marketing: Jennifer Saenz (Frito Lay/PepsiCo)
Group Account Director: Kristen Colonna (OMD)
VP/Group Manager: Alisa Feinstein (Ketchum)
Senior Creative Director: Jed Schroeder (The Marketing Arm)
Team Lead - Creative Solutions: Kevin Knight (Facebook)
Outcome
In the end, Do Us A Flavor garnered 3.8 million flavor submissions, more than tripling the goal of 1.2 million. Beyond that, the program received over a billion organic Facebook impressions and tripled Lay’s Facebook fan base in the United States due, at least in part, to the fact that was it simple for consumers to share an expression of themselves thanks to the custom bag art generated with every submission. Additionally, Do Us a Flavor received 3.7 million PR impressions and increased sales of Lay’s potato chips by 12%.
Client Brief Or Objective
The brief was to make Lay’s more relevant to millennials by leveraging Do Us a Flavor, a global program that asks consumers to come up with a chip flavor.Since 2006, Do Us a Flavor has been implemented 17 times, but never in the U.S. The most successful Do Us a Flavor happened in the United Kingdom, where 1.2 millions flavor ideas were submitted via mail or text. The strategy for the U.S. launch of Do Us a Flavor was to reinvent the program for highly-social millennials who love to create, share and get recognized.
Relevancy
The creative execution was relevant because everyone, and we mean EVERYONE, thinks they have a great idea for a potato chip flavor. So, what better way for the king of potato chips to engage with consumers than to turn the power of flavoring chips over to the public?
Implementation
In order to make Lay’s Do Us a Flavor relevant for millennials, we transformed it from a mail- or text-in program into a social experience that made it simple for them to express themselves through a chip flavor.On Facebook, millennials could create their flavor by naming, selecting its ingredients and adding their inspiration. After submitting a flavor, millennials were shown what their bag of Lay’s would look like if produced. This bag art gave them something easy to share on their newsfeed. And because the bag and flavor was an expression of themselves, they were eager to share.