Lay’s flavour contest a social media hit
October 24, 2013 | Vanessa Milne | Comments
Lay’s ended its nine-month long “Do Us a Flavour” product creation contest with a bag – of Maple Moose chips.
The sweet-and-smoky flavor—created by Tyler LeFrense, from Isle Aux Morts, NL—won the social-media driven contest, which exceeded expectations for the brand, said Nina Patel, senior marketing manager at PepsiCo (which owns Lay’s).
This was the largest Canadian social media effort ever for Lay’s. More than 600,000 people proposed new chip flavours, and over the past three months more than 140,000 people voted for their favourite among the four finalists using Facebook and Twitter.
While a lot of sales data has yet to come in, Patel said the early volume and share results for the entire brand have been “extremely positive.”
LeFrense will be featured on in-store shelf hangers and wobblers across the country, arranged by Mississauga-based Mark IV.
In addition, Pepsico has purchased a congratulatory billboard in St. John’s and a full-page ad in The Telegram in St. John’s. PR firm Fleishman Hillard arranged an exclusive interview with the paper.
OMD did the media buys, and SDI and Fleishman Hillard are working on a local celebration that will happen in late November, when the product re-launches in stores.
“From a regional perspective, we’re activating a little more in St. John’s,” explains Patel.
The Canadian version of “Do Us a Flavour”—which has run in more than 15 other countries—included a 30-second spot created by Toronto ad agency BBDO featuring Canadian comedian Martin Short.
LeFrense, who is a musician and actor, won $50,000, as well as $5,000 he got for being in the top four, plus one per cent of all future sales of the flavor. Maple Moose won out over Creamy Garlic Caesar, Perogy Platter and Grilled Cheese and Ketchup, and will be in stores in November.