2013 Winners & Shortlists

The Brief

Number 1 chips brand Lay’s, was launching a new flavor, and our task was to get fans in the GCC excited about it. Since the idea of consumers choosing their flavor was not totally new, the challenge was not only to craft a totally new angle to the concept, but to also build on a very locally relevant insight that could truly engage the region’s consumers.

Describe how the promotion developed from concept to implementation

Just like with eating snacks where everyone has different opinions on the perfect flavor, marriage is a very challenging step that involves personal taste too! And so Liza Lay’s was born! The bubbly and delicate potato who is searching for her 1 time soul-mate. With the direct help of consumers, they will together form the new Lay’s flavor. The campaign ran in three phases: first – using Liza to encourage the public to suggest new Lay’s flavors, second – building consumer involvement and immersion in Liza’s search and finally, announcing the winning flavor to become Liza’s soul mate!

Describe the success of the promotion with both client and consumer including some quantifiable results

‘Flavor Me’ smashed all campaign targets from both a brand and business perspective, successfully bringing chip fans closer to Lays and involving them in the creation of new Pizza flavor. Liza Lays received an amazing 269,863 flavor suggestions – the population of Barbados (three times initial targets)! We added 429,000 new fans to the Lays Facebook page and increased brand image measures by an average of 14 points, exceeding all expectations. Finally, from a business perspective, sales volume grew by 40% over the Flavor Me period, whilst Lays market share grew by an impressive 3.4pts & Volume share by 2.8pts

Explain why the method of promotion was most relevant to the product or service

Multiple touch-points and initiatives were used to bring all three stages to life including TV, PR, content, PR, print, outdoor, packaging, sampling, social media, online, events and partnerships such as using celebrity chef Osama as our very own ‘Flavorologist’. Liza Lay’s was everywhere: on packs, on shelves, on special displays. Consumers loved it! On May 10, at the same time on major TV stations, Chef Osama announced the winning flavor! The results were revealed simultaneously on digital and outdoors. ‘Pizza’ was the most voted flavor, and both Him and Liza lived happily ever after in our new Lay’s pack!