• by Karlene Lukovitz  @KLmarketdaily, January 10, 2017

Last year, Lay’s ran a “Flavor Swap” promotion instead of the “Do Us a Flavor” new-flavor crowdsourcing contest it had run annually for three years. In the Flavor Swap, Frito-Lay put some new Lay’s flavors out in the marketplace on a limited-time basis and asked consumers to vote to determine if any of them should replace any of four existing flavors. The answer was resounding: Stick with the old flavors.

This year, Lay’s is reviving “Do Us a Flavor,” with a couple of new twists. 

One is that this time, along with their new-flavor idea, contestants who hope to win the $1 million grand prize are being required to “pitch” their ideas through a video, photo and/or a written inspiration. Submissions will also include the flavor name, up to three ingredients and optional bag customization.

Lay’s is also bringing back Nick Lachey — and his brother and fellow 98 Degrees band member Drew — to promote the contest, starting with a 60-second ad recorded in front of an audience (below). 

Similar to past years of "Do Us a Flavor," a judging panel comprising chefs, foodies and flavor experts will narrow down 10 semifinalist flavors to three finalists to be developed and brought to market by Frito-Lay. Once the finalist flavors are announced, consumer voting will decide the winner, to be revealed in the fall. 

Semi-finalists will receive $10,000, and the two runner-up finalists will each win $50,000.