2015 Winners & Shortlists

Creative Execution

We recruited 5 teams of social influencers and sent them to the 5 countries so they could immerse themselves in the cultures that inspired the respective chip flavors. They became part of reality-show content in which they had to perform different challenges and discover the cultural aspect of their designated country. Through interactive, social-media-centric content consumers virtually engaged and traveled with the 5 flavor teams. We then asked fans to vote for their favorite flavor. We reduced barrier to participate by using native mechanisms of each platform, turning views, likes, comments, hashtags mentions and tweets into votes towards each flavor.

The Flavors’ Cup generated high levels of engagement, garnering 3.1 million votes for the flavors, with 70% through social media. Content on Facebook reached over 100 million users and received over 900,000 interactions (Facebook Insights). On Twitter our average engagement rate was 4.7%, above the 1-3% benchmark (Twitter Analytics). Flavor team journeys accumulated over 10.7 million YouTube views (YouTube Analytics). The Brazilian BBQ flavor was crowned the winner, earning 25% of total votes and its permanent place on supermarket shelves.

Lay’s’ & Chipsy’s relevancies were stagnating since 2012. To revitalize their fame across the GCC and Egypt, new flavors needed to stimulate the palates of 18 to 24 young adults who had either gotten bored or had found new flavors elsewhere. However there was a problem, the market was already saturated with hundreds of potato chip flavors and reviving the two brands with a random offering was a walk into uncertainty. We wanted to know what young adults wanted, and to hear us amid the loud 2014 football fever. We saw World Cup fever as a situation we could transcend and replicate between 5 new Lay’s & Chipsy flavors, inspired from the cuisines of 5 different nations- Brazil, Mexico, Spain, South Africa and Japan- giving rise to The Flavors’ Cup. (Note: Lay’s and Chipsy are the same brand; It's called "Chipsy" in Egypt and "Lay’s" in the GCC)