THE RISE & SUCCESS OF LAY'S 'DO US A FLAVOR' CAMPAIGN

In July 2012, Frito-Lay launched "Do Us A Flavor" — asking potato chip eaters to invent new Lay's flavors.

The campaign involved customers in creating what they would eat.

While Doritos had previously invited fans to make Super Bowl commercials, Lay's push for customer-created flavors broke new ground.

The company offered the winning flavor creator a $1 million prize.

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IN 2012, THE "CHEESY GARLIC BREAD" FLAVOR SUBMISSION WAS THE FIRST WINNER

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Karen Weber-Mendham, a Wisconsin librarian, won PepsiCo's 2012 potato chip flavor contest with "Cheesy Garlic Bread."

She was the first to win $1 million.

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"KETTLE COOKED WASABI GINGER" FLAVOR WON IN 2014

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In 2014, Lay's second "Do Us A Flavor" contest crowned Meneko Spigner McBeth's Wasabi Ginger chips as the winner.

McBeth, a nurse from Deptford, New Jersey, created the kettle-cooked flavor that reflected America's growing taste for Asian seasonings.

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IN 2015, THE WINNER WAS “SOUTHERN BISCUITS AND GRAVY" FLAVOR

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Hailey Green, a travel agent from Noblesville, Indiana, won the 2015 Lay's "Do Us A Flavor" contest with her Southern Biscuits and Gravy potato chips.

Her recipe turned a classic Southern breakfast into a winning chip flavor.

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IN 2017, LAY'S LAUNCHED THE 4TH INSTALLMENT OF THE CONTEST IN THE U.S., CALLED "THE PITCH"

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In January 2017, Lay's launched "The Pitch," the fourth version of its "Do Us A Flavor" contest.

The campaign asked U.S. fans to submit flavor ideas and share personal stories behind their creations.

TV host and singer Nick Lachey served as campaign spokesperson, promoting the contest across media channels.

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THE "DO US A FLAVOR" CAMPAIGN HAS BEEN SUCCESSFUL FOR PEPSICO

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Lay's "Do Us a Flavor" contest invites customers to create new chip flavors.

The campaign has generated over 3 million flavor submissions across 30 countries and increased Lay's sales by 12% in participating markets.

Customers submit ideas through social media and the Lay's website, vote on finalists, and win cash prizes for winning flavors.

This direct involvement has strengthened customer loyalty—68% of participants report feeling more connected to the brand.

The contest also helps PepsiCo identify regional taste preferences, leading to successful launches like Thailand's Hot Chili Squid and India's Masala Munch flavors.