Curating million-dollar consumer loyalty: What your brand can learn from Lay’s flavour-packed fan challenge
After a seven-year hiatus, Lay’s Do Us A Flavor contest is making its highly anticipated return – offering a staggering $1 million to the visionary who comes up with the most avant-garde, irresistible and crave-worthy potato chip flavour.
Nearly everyone has a great potato chip idea and in 2012, Lay’s put that theory to the test with the launch of the competition. It ran for four iterations and became a cultural phenomenon that inspired millions of flavour submissions, resulting in 14 out-of-the-box creations, such the re-release of five flavours from previous contests: Cheesy Garlic Bread and Chicken & Waffles (2012 winner and finalist, respectively); Southern Biscuits & Gravy (2015 winner); and Crispy Taco and Fried Green Tomato (2017 winner and finalist, respectively).
And now it’s back – with the winner walking away with the grand prize pot and the chance to see their curated chips on store shelves in 2025.
The power of consumer-driven flavour innovation
This initiative not only spices up the snack aisle but also serves as a compelling case study in leveraging consumer participation for brand enhancement.
By tapping into the collective imagination of its customer base, Lay’s is unlocking a treasure trove of flavour ideas that might not emerge from traditional R&D processes. This crowdsourcing approach reflects diverse tastes, which will keep the brand fresh and on point with consumers around the globe.
Inviting consumers to co-create products fosters a sense of ownership and personal connection to the brand. Entrants are more likely to develop a deeper loyalty seeing their ideas valued and potentially brought to life. As such, this type of engagement transcends typical consumer-brand interactions, cultivating a community of brand advocates.
The publicity is priceless. A contest of this nature naturally generates a wealth of user-generated content, from flavour submissions to social media discussions. This organic buzz amplifies brand visibility and reach, as consumers share their ideas and experiences across platforms. Such authentic content often resonates more with audiences than traditional advertising, further enhancing the brand’s relatability and appeal.
The anticipation surrounding fan-created flavours could lead to a surge in sales, especially if they’re limited-time offerings. LTOs create a sense of urgency, encouraging consumers to purchase the novel products before they’re gone. This strategy boosts short-term sales but also introduces potential long-term favourites into the product lineup.
Analysing the submissions and then the voting patterns provides Lay’s with valuable data on consumer preferences and emerging flavour trends. This insight enables the brand to tailor its offerings more precisely to market demands and stay ahead of competitors.
Transparency in the selection and development process of new flavours demonstrates Lay's commitment to consumer input. This openness will build trust and credibility among its fan-base who feel their voices are heard and valued.
The contest transforms the simple act of snacking into an interactive and memorable experience. Consumers are not just eating chips: they’re participating in a larger narrative, contributing to the brand’s story and potentially seeing their creations on store shelves. This experiential marketing approach deepens emotional connections and fosters brand loyalty.
Giving the reins back to fans
“For years, Lay’s made fans’ flavour dreams come true by turning their enthusiasm into delicious snacks for the entire nation to taste, share and enjoy,” said Denise Truelove, senior VP of Marketing, PepsiCo Foods North America.
“Since then, we’ve drawn inspiration from so many different places for our potato chip flavours – global cuisines, hometown favourites, musical genres and more – but our fans have always known best. After years of people asking for the programme’s return, we’re excited to hand the reigns back to them to help us uncover the next great potato chip flavor.”
Participants can submit up to 10 unique flavour ideas each day (to DoUsAFlavor.com) until 21 February 2025 – that is more than 1,000 attempts to nab the title of Lay’s Do Us A ‘Flavor-ist of the Year’.
You will have to come up a title for your flavour, its inspiration and obviously disclose the key ingredients.
A judging panel will narrow down the submissions – and thousands are expected – to three standout flavours that will then be developed by Frito-Lay’s culinary experts and brought to market in April 2025. The winning flavour – as determined by fan votes – will be revealed later in 2025.
The two runners-up will each bag $50,000, while the grand prize winner will take home $1 million.
By inviting customers into the product development process, Lay’s not only has the opportunity to diversify its flavour portfolio but also strengthens its relationship with consumers, creating a win-win scenario that’s as satisfying as the snacks themselves.
