Marketing Contest is a (Potato) Chip Off The Old Block.

Would you believe Chili and Chocolate?
How about Caesar Salad?
Or Cajun Squirrel?

These are some of the potato chip flavors, which were generated from people all over the world, submitted to Lay’s Potato Chips, in their “Do Us A Flavor” contest. It proved to be so popular — from the UK to Australia to India and South Africa – that the contest is currently being held right now in the USA. Now through October 6, fans can submit their flavor suggestions for the next great potato chip flavor on the Lay’s Facebook page, or use their cell phones to text FLAVOR to CHIPS (24477). To submit a suggestion, fans will be asked to provide their flavor name, up to three possible ingredients, and a 140-character description or inspiration for their flavor.

Three finalist flavors will be fully developed by Frito-Lay’s culinary experts and unveiled in early 2013. Then, it will be up to the fans to vote. The winning flavor will be revealed in May 2013. Next year the grand prize winner will take home $1 Million or 1% of the 2013 net sales of the winning flavor, whichever is higher!

Next year Lay’s will also celebrate its 75-year anniversary. This is some way to celebrate! It’s also smart marketing – reporters love “anniversary” angles and this contest is intriguing. Lay’s claims that it is the largest food brand in the world. Also part of the product launch is actress Eva Longoria and Iron Chef Michael Symon. The two are also part of a judging panel made up of chefs, foodies and flavor experts.

The contest was launched in July in Times Square, New York, at the first-ever Lay’s brand flavor store. At this one-of-a-kind destination, people can sample up to 20 existing Lay’s flavors and also learn about some of the unusual Lay’s potato chip flavors from around the world.

As a branding and marketing expert, I’d say that this is smart marketing all around.

Leave a Reply