Lay’s has launched four consumer co-created flavours . The launch of the four flavours will be supported by a mega 360 degree communication campaign tagged as “bachega sirf tastiest” on TV, radio, print, digital, outdoor and cinema. Every hour a consumer gets a chance to win an iPOD. The lucky voter will be selected randomly through a digitized process of selection and disbursement. The consumers can submit their votes through sms on 9880298802, on website www.yourlaysflavour.com, email: firstname.lastname@example.org or call at 1800 209 8802.
Lay’s is all set to provide some new lip smacking tastes to its consumers. The four shortlisted flavours from a whopping 1.3 million ideas came from four winning consumers, each of whom gets Rs 5 lakh for their dillogical flavour ideas. Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly from a three-month long Give Us Your Dillicious Flavour (GUYDF) campaign.
The four flavours will be sold in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavour that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.
Copy Writer, Mansi Jain (freelancer with BBC World Service Foundation) bagged the prize from Delhi for her innovative Cheesy Mexicana, while Dr. Shipra Samanta’s Tangy Twist from Ujjain made a smooth entry. Mumbai’s tech whizkid Sagar Devruhkar came up with Mastana Mango flavor while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey & Chilly. The four winners were selected by an elite panel of judges. The selection of four best flavours was based on innovative concepts , flavour practicality, best slogan entry and fit with the Lay’s brand.
“We’ve got an overwhelming response to the unique Lay’s Give Us Your Delicious Flavor campaign. It is a endorsement of the huge popularity of Lay’s potato chips and its ability to constantly innovate ahead of the curve. We’ve used this historic consumer engagement program to salute the ingenuity of Indian consumers and make them partner us in creating new flavours. I’d like to congratulate the four shortlisted candidates for their innovative ideas and urge all Indian consumers to taste all 4 and vote and make their favourite flavour win and stay” said Ms Deepika Warrier, Director Marketing, PepsiCo India (Frito-Lay India division).
“All four flavours are exceptionally dillicious. I am excited to know which blockbuster flavour finally gets the maximum consumer attention,” said Saif Ali Khan, popular Bollywood actor & Lay’s brand ambassador at the launch.
Commenting on the launch occasion, Dr T.S.R Murali, Director, R&D Food and Beverages, Pepsico India said: “Judging four out of 1.3 million entries is a colossal task but it doesn’t remain so when 1.3 million entries turn out to be as surprising. It is now for the consumers to decide what they like the most out of the four selected ones.”