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In July 2012, PepsiCo, the multinational food and beverage corporation, embarked on an innovative marketing campaign for its Lay's potato chip brand called "Do Us A Flavor," which sought to engage consumers by inviting them to submit their own unique flavor ideas.
This crowdsourcing approach to product development was a bold move in the fast-moving consumer goods (FMCG) industry, as it gave consumers an unprecedented level of influence over the creation of a new product.
While other companies, such as Frito-Lay's own Doritos brand with its "Crash the Super Bowl" campaign, had previously utilized user-generated content in their marketing efforts, the "Do Us A Flavor" campaign stood out by directly involving consumers in the product development process and offering a substantial $1 million prize to the winning flavor creator.
The inaugural "Do Us A Flavor" contest in the United States, launched by PepsiCo in 2012, saw a remarkable level of consumer participation and creativity.
Among the numerous submissions, it was Karen Weber-Mendham, a children's librarian hailing from Land O'Lakes, Wisconsin, who captured the hearts and taste buds of the nation with her ingenious "Cheesy Garlic Bread" flavor.
This earned her a life-changing $1 million prize in the process.
Building on the success of the inaugural "Do Us A Flavor" campaign, PepsiCo brought the contest back to the United States in January 2014, once again tapping into the creativity and enthusiasm of consumers nationwide.
In this second iteration, it was Meneko Spigner McBeth, a nurse from Deptford, New Jersey, who emerged victorious with her bold and innovative "Lay's Kettle Cooked Wasabi Ginger" flavor.
McBeth's win highlighted the growing popularity of Asian-inspired flavors in the American market.
The third U.S. edition of the "Do Us A Flavor" contest, which commenced in January 2015, once again showcased the immense creativity and diversity of American consumers.
This time, it was Hailey Green, a travel agent from Noblesville, Indiana, who captured the top prize with her "Lay's Southern Biscuits and Gravy" flavor, a nostalgic and comforting combination that resonated with the nation's taste buds.
Green's victory showcased the enduring appeal of regional American cuisines.
In January 2017, Lay's unveiled the fourth iteration of its immensely popular "Do Us A Flavor" contest in the United States, aptly titled "The Pitch."
This edition took the campaign to new heights by not only asking fans to submit their unique flavor ideas but also encouraging them to share the personal inspiration behind their creations, adding a compelling storytelling element to the contest.
To generate even greater buzz and excitement around "Do Us A Flavor: The Pitch," Frito-Lay enlisted the help of celebrated TV personality and multi-platinum recording artist Nick Lachey, who brought his charismatic presence and wide-reaching appeal to the campaign's launch.
Cementing the contest's status as a cultural phenomenon and a testament to the power of consumer engagement in the digital age.
The "Do Us a Flavor" campaign has proven to be a resounding success for PepsiCo, effectively leveraging the power of social media and consumer engagement to generate unprecedented buzz and excitement around the Lay's brand.
By tapping into the creativity and enthusiasm of consumers across numerous countries, the contest has not only yielded millions of unique flavor submissions but has also driven significant increases in sales, solidifying Lay's position as a global snack food leader.
The campaign's triumph can be attributed to its innovative approach to product development, which has not only provided PepsiCo with valuable insights into regional tastes and preferences but has also fostered a sense of ownership and loyalty among consumers, who feel invested in the brand's success through their active participation in the flavor creation process.
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