2015 Winners & Shortlists

Results and Effectiveness

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.

Creative Execution

To represent these flavors we recruited 5 teams of social influencers, along with their best friends, and sent them to the 5 countries so they could immerse themselves in the cultures that inspired the respective chip flavors. The 5 teams became part of reality-show content in which they had to perform different challenges and discover the cultural aspect of their designated country. Through an interactive, social-media-centric campaign consumers could virtually engage and travel with the 5 flavor teams and their reality-show-type videos, experiencing the sights and sounds of the countries while the influencers went about their weekly challenging tasks. We then asked fans and followers to vote for the flavor they would like to see added to the existing flavor line-up. We reduced the barrier to participate by using native mechanisms of each platforms, turning views, likes, comments, hashtags, posts, videos and tweets into votes towards each flavor.

Insights, Strategy and the Idea

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)