Give us your flavours, Lay’s tells the Indian consumer
Lay’s, the potato chips brand from FritoLay India, recently embarked on a mega consumer engagement programme, called ‘Give Us Your Dillicious Flavour’. The campaign is aimed at getting Lay’s its next potato chips flavour from the Indian consumer.
Lay’s, the potato chips brand from FritoLay India, recently embarked on a mega consumer engagement programme, called ‘Give Us Your Dillicious Flavour’. The campaign is aimed at getting Lay’s its next potato chips flavour from the Indian consumer.
The campaign will give the consumer an opportunity to co-create the flavour they like on Lay’s, with the winner getting a mega prize of Rs 50 lakh plus 1 per cent of the sales turnover from the new flavour, which will be launched by the end of May 2010.
The winners will be selected by an elite panel of judges headed by Aditya Bal, celebrity chef and anchor NDTV Good Times; Anuja Chauhan, author and Executive Creative Director and VP of JWT; and Dr TSR Murali, Director, R&D, PepsiCo India. Each panel member brings his/ her own expertise.
The campaign is spread over three phases. Consumers across the country can send in their entries between November 2009 and January 2010 and four winning flavours would be selected by the judges.
In the second phase, the four selected flavours will be launched in the market and out of them one will be chosen as the winner in the final phase. One who gets the largest number of votes will be judged the winner and take home Rs 50 lakh rupees and 1 per cent of the sales turnover of the flavour.
To communicate the thought of ‘Give us Your Dillicious Flavour’, JWT has come up with a disruptive visual metaphor that bridges all barriers of language, and cultures across India.
The launch film has Lay’s brand ambassador Saif Ali Khan being aggressively pursued by consumers who are body painted as their favourite flavour idea – kachi ambi or Achaari Baigan or Chilli Cheese. They pop up at him from everywhere, demanding that he pick their flavour till he turns around and tells them to not tell him, but to tell Lay’s.
The thought can be executed into multiple media and is being supported by 360-degree marketing campaign consisting of television commercials, radio, online, outdoor and print advertising.
