Lay's Announces Crowdsourced Flavor Finalists

by , Feb 12, 2013, 8:00 AM
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Lays-B1Lay’s has selected the three flavor finalists in its “Do Us a Flavor” crowdsourcing contest.

The new Lay’s flavors -- Cheesy Garlic Bread, Chicken & Waffles and Sriracha -- were chosen from nearly 3.8 million fan submissions gathered between July 20 and Oct. 6, 2012. 

Now, the three flavors are in stores nationwide, and consumer social media votes will determine which flavor wins --and therefore gets to stay on store shelves. (Frito-Lay Chief Marketing Officer Ann Mukherjee, speaking with Associated Press, allowed that while the intent is to keep the one that gets the most votes, the other flavors might also continue if they sell well. “We don’t know what’s going to happen,” she said.) 

The creator of the winning flavor will win $1 million or 1% of his/her flavor’s 2013 net sales, whichever is higher.

From now until May 4, consumers can vote each day for their favorite finalist flavor on the Lay’s Facebook page; via Twitter using the hashtags #SaveChickenWaffles #SaveGarlicBread or #SaveSriracha; or via text message by texting “VOTE” to 24477 (CHIPS). The winning flavor will be revealed in May.

Lay’s is launching a “Save Your Favorite” campaign to drive consumers to buy and try the three flavors, then vote on social media, reports Jennifer Saenz, senior marketing director for the brand. 

The brand will, of course, be reaching out to engage its nearly 6 million fans on Facebook -- the campaign’s hub -- and its Twitter followers (currently 10,600). 

In addition, Lay’s will employ search and paid banner ads on Facebook (the bulk of spending), Twitter and other social media, says Saenz, who notes that reaching consumers with ads when they’re just “one click away” is the most effective way to drive voting or the desired action on social media. 

The campaign also includes a TV spot that’s set to begin airing on Feb. 13, radio, public relations, and in-store promotions.

This morning (Feb. 12), the three contest finalists are joining actress and restaurateur Eva Longoria, celebrity chef and restaurateur Michael Symon, and Frito-Lay and PepsiCo executives at the New York Stock Exchange to introduce the flavors and ring the opening bell.

Following that event, samples of the three Lay’s flavors and Pepsi beverages will be dispensed from Frito-Lay’s all-electric delivery truck, parked outside the stock exchange.

Longoria and Symon were among the chefs, “foodies” and flavor experts who judged the new-flavor finalists, which were then fully developed by Frito-Lay’s culinary experts.

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