2011 Winners & Shortlists

Brief Explanation

The key objective is to strengthen Chipsy brand muscle as well as drive emotional bonding through high level of consumer engagement and adding a Wow effect to what was an aging brand. Suppress the activities of the new rivals to the market. . The main challenge is to get the nation excited and actually participate in such a flavor development program and make them truly believe that their most submitted choice would actually get produced. .In line with the interactive product development nature of the project, we came up with the idea of creating the region’s first interactive packaging design as well, probably in the world.

The Brief

Chipsy wanted to have a 6 month campaign that would be a huge consumer engagement program that enables consumers to be part in the development of the new Chipsy flavor, to mobilize the nation in one massive 360 campaign. Consumers would send their ideas and based on the most submitted flavor and the winning flavor would be chosen, created and launched in the market.

How the final design was conceived

We went down to the streets and asked people to write what flavors would they like to have, then we collected their hand written requested and created a “Flavor petition sheet”. This sheet provided the base for the entire packaging campaign, “Flavor petition pack”. Based on the petition pack (created for the invitation phase) the 2 limited edition packs and eventually the winning shrimp packs were created. Each pack in 2 halves, one half with consumers hand written requests and the other half with real image of the flavor.

Indication of how successful the outcome was in the market

. Overall participants reached to 1.2 million. . Over 600 hundred flavors submitted. . Over 2,500 fans created designs and submitted their own design of the pack.