The “Do Us a Flavor” contest, launched by Lay’s potato chips in 2012, revolutionized the way brands interact with their customers. This innovative campaign not only encouraged fan engagement but also led to the creation of unique and delicious flavors. In this article, we will delve into the history of the contest, its impact on the snack food industry, and what made it a resounding success.
A Brief History of the “Do Us a Flavor” Contest
The “Do Us a Flavor” contest was first introduced in the United Kingdom in 2008 by Walkers, a popular potato chip brand. The campaign was a massive success, with over 1.2 million flavor suggestions submitted by fans. The winning flavor, “Builder’s Breakfast,” was a unique combination of bacon, egg, and sausage flavors.
Encouraged by the success of the UK campaign, Lay’s decided to launch a similar contest in the United States in 2012. The campaign was a huge hit, with over 3.8 million flavor submissions. The winning flavor, “Cheesy Garlic Bread,” was created by Karen Weber-Mendham from Land O’Lakes, Wisconsin.
The Contest’s Impact on the Snack Food Industry
The “Do Us a Flavor” contest had a significant impact on the snack food industry. It not only encouraged fan engagement but also led to the creation of unique and innovative flavors. The contest showed that consumers were eager to participate in the product development process and were willing to share their ideas with brands.
The success of the contest also led to a surge in user-generated content campaigns. Many brands, including PepsiCo, Coca-Cola, and General Mills, launched similar campaigns to engage with their customers and encourage innovation.
Key Takeaways from the Contest
The “Do Us a Flavor” contest provided several key takeaways for brands:
- Encourage fan engagement: The contest showed that fans are eager to participate in the product development process. Brands can encourage fan engagement by launching user-generated content campaigns.
- Innovate and take risks: The contest led to the creation of unique and innovative flavors. Brands can innovate and take risks by encouraging experimentation and creativity.
- Listen to customer feedback: The contest showed that customers are willing to share their ideas with brands. Brands can listen to customer feedback by launching feedback mechanisms and incorporating customer suggestions into their products.
The Contest’s Success Factors
The “Do Us a Flavor” contest was a resounding success due to several factors:
A Well-Executed Marketing Strategy
The contest had a well-executed marketing strategy that included social media, television, and in-store promotions. The campaign was promoted through Lay’s social media channels, including Facebook, Twitter, and Instagram. The brand also launched a series of television ads featuring celebrities, including Eva Longoria and Michael Symon.
A User-Friendly Submission Process
The contest had a user-friendly submission process that made it easy for fans to submit their flavor ideas. Fans could submit their ideas through the Lay’s website or through a mobile app. The submission process was simple and easy to use, making it accessible to a wide range of fans.
A Strong Judging Process
The contest had a strong judging process that ensured that the winning flavors were of high quality. A panel of judges, including chefs and food experts, reviewed the submissions and selected the top flavors. The judges evaluated the submissions based on creativity, taste, and originality.
A Significant Grand Prize
The contest had a significant grand prize that motivated fans to participate. The grand prize winner received $1 million and had their flavor produced and sold nationwide. The grand prize was significant enough to motivate fans to participate and share their ideas with the brand.
Lessons Learned from the Contest
The “Do Us a Flavor” contest provided several lessons for brands:
Encourage Creativity and Innovation
The contest showed that encouraging creativity and innovation can lead to unique and delicious flavors. Brands can encourage creativity and innovation by launching user-generated content campaigns and providing incentives for fans to participate.
Listen to Customer Feedback
The contest showed that customers are willing to share their ideas with brands. Brands can listen to customer feedback by launching feedback mechanisms and incorporating customer suggestions into their products.
Provide a User-Friendly Experience
The contest had a user-friendly submission process that made it easy for fans to submit their flavor ideas. Brands can provide a user-friendly experience by making their websites and mobile apps easy to use and accessible to a wide range of customers.
Offer a Significant Incentive
The contest had a significant grand prize that motivated fans to participate. Brands can offer a significant incentive by providing a grand prize that is motivating and desirable.
Conclusion
The “Do Us a Flavor” contest was a delicious journey of innovation and fan engagement. The contest showed that encouraging creativity and innovation can lead to unique and delicious flavors. Brands can learn from the contest by encouraging fan engagement, innovating and taking risks, and listening to customer feedback. By providing a user-friendly experience and offering a significant incentive, brands can motivate fans to participate and share their ideas.
The “Do Us a Flavor” contest will always be remembered as a pioneering campaign that changed the way brands interact with their customers. Its impact on the snack food industry was significant, and its lessons will be remembered for years to come.
Timeline of the “Do Us a Flavor” Contest
| Year | Event |
| —- | —– |
| 2008 | Walkers launches the “Do Us a Flavor” contest in the United Kingdom. |
| 2012 | Lay’s launches the “Do Us a Flavor” contest in the United States. |
| 2013 | The winning flavor, “Cheesy Garlic Bread,” is announced. |
| 2014 | The contest is relaunched with a new set of flavors. |
| 2015 | The contest is relaunched again with a new set of flavors. |
Notable Flavors from the Contest
- Cheesy Garlic Bread (2013)
- Mango Szechuan Fire (2014)
- Greektown Gyro (2015)
- Mango Salsa (2016)
- Everything Bagel with Cream Cheese (2017)
What is the “Do Us a Flavor” contest, and how did it originate?
The “Do Us a Flavor” contest is a crowdsourcing campaign launched by Lay’s potato chips in 2012, which encouraged fans to submit their unique flavor ideas for a chance to win a grand prize and see their creation hit store shelves. The contest was designed to engage with customers, foster brand loyalty, and drive innovation in the snack food industry. By leveraging social media and online platforms, Lay’s was able to tap into the collective creativity of its fan base and generate buzz around the brand.
The contest’s success can be attributed to its simplicity and inclusiveness. Fans were invited to submit their flavor ideas through a dedicated website or social media channels, using a specific hashtag to track entries. A panel of judges, comprising Lay’s representatives and celebrity chefs, reviewed the submissions and selected the top finalists. The winning flavors were then produced and released as limited-edition varieties, allowing fans to taste and vote for their favorite.
What were some of the most popular and unusual flavors submitted during the contest?
Over the years, the “Do Us a Flavor” contest has received a wide range of creative and sometimes unusual flavor submissions. Some of the most popular flavors included Cheesy Garlic Bread, Sriracha, and Mango Salsa. However, there were also some more unconventional entries, such as Maple Bacon Donut, Wasabi Ginger, and Chicken and Waffles. These unique flavor combinations not only showcased the diversity of fans’ tastes but also inspired Lay’s to think outside the box and experiment with new ingredients.
While not all unusual flavors made it to the final round, they contributed to the contest’s excitement and encouraged fans to push the boundaries of flavor innovation. The submissions also provided valuable insights into consumer preferences and trends, helping Lay’s to refine its product development strategy and stay ahead of the competition.
How did the “Do Us a Flavor” contest impact Lay’s brand engagement and sales?
The “Do Us a Flavor” contest had a significant impact on Lay’s brand engagement and sales. By involving fans in the product development process, Lay’s was able to create a sense of ownership and loyalty among its customer base. The contest generated massive social media buzz, with millions of fans sharing their flavor ideas and voting for their favorites. This increased brand visibility and attracted new customers to the Lay’s brand.
In terms of sales, the limited-edition flavors released as part of the contest were highly successful, with many varieties selling out quickly. The contest also helped to boost sales of Lay’s core products, as fans who participated in the contest were more likely to purchase Lay’s chips and recommend them to friends and family. Overall, the “Do Us a Flavor” contest was a win-win for Lay’s, driving engagement, innovation, and revenue growth.
What role did social media play in the success of the “Do Us a Flavor” contest?
Social media played a crucial role in the success of the “Do Us a Flavor” contest. Lay’s leveraged platforms like Facebook, Twitter, and Instagram to promote the contest, encourage fan engagement, and share updates on the winning flavors. The dedicated hashtag #DoUsAFlavor helped to track entries and create a branded conversation around the contest. Social media influencers and celebrity judges also helped to amplify the contest’s reach and credibility.
Through social media, Lay’s was able to engage with fans in real-time, respond to feedback, and build a sense of community around the contest. The platforms also provided valuable insights into fan behavior and preferences, helping Lay’s to refine its marketing strategy and optimize the contest’s impact. By integrating social media into the contest’s design, Lay’s was able to create a seamless and engaging experience for fans.
How did the “Do Us a Flavor” contest drive innovation in the snack food industry?
The “Do Us a Flavor” contest drove innovation in the snack food industry by encouraging fans to think creatively about flavor combinations and ingredients. By crowdsourcing ideas from a diverse group of consumers, Lay’s was able to tap into emerging trends and preferences that might have gone unnoticed through traditional market research. The contest also inspired Lay’s to experiment with new ingredients and flavor profiles, leading to the development of unique and delicious products.
The contest’s impact on innovation extended beyond Lay’s, as other snack food companies took note of the campaign’s success and began to explore similar crowdsourcing initiatives. The “Do Us a Flavor” contest helped to democratize the product development process, demonstrating that innovation can come from anywhere and that consumers are a valuable source of inspiration.
What were some of the challenges and limitations of the “Do Us a Flavor” contest?
While the “Do Us a Flavor” contest was highly successful, it also presented some challenges and limitations. One of the main challenges was managing the large volume of submissions and ensuring that each entry was reviewed and considered fairly. Lay’s also faced the challenge of balancing fan creativity with the need to produce flavors that were commercially viable and met the company’s quality standards.
Another limitation of the contest was the potential for flavor fatigue, as the constant stream of new and unusual flavors could overwhelm consumers and make it difficult for Lay’s to maintain a consistent brand identity. Additionally, the contest’s reliance on social media and online platforms limited its reach to fans who were not active online, potentially excluding some loyal customers from the conversation.
What is the legacy of the “Do Us a Flavor” contest, and how has it influenced Lay’s marketing strategy?
The “Do Us a Flavor” contest has left a lasting legacy in the snack food industry, demonstrating the power of crowdsourcing and fan engagement in driving innovation and brand loyalty. The contest’s success has influenced Lay’s marketing strategy, with the company continuing to prioritize fan involvement and social media engagement in its campaigns. Lay’s has also expanded its product development process to include more consumer feedback and testing, ensuring that new flavors and products meet the evolving tastes and preferences of its customer base.
The contest’s impact can also be seen in the wider marketing landscape, as other brands have adopted similar crowdsourcing initiatives to engage with their customers and drive innovation. The “Do Us a Flavor” contest has become a benchmark for successful brand engagement and a testament to the value of putting fans at the heart of the marketing strategy.