The Enduring Legacy of Lay‘s "Do Us a Flavor" Campaign: A Historian Data Source Specialist‘s Perspective
In the ever-evolving landscape of the snack food industry, few marketing campaigns have captured the public‘s imagination and engagement as effectively as Lay‘s "Do Us a Flavor" initiative. Launched in 2012, this innovative contest has not only transformed the way Lay‘s interacts with its customers but has also had a profound impact on the broader snack food market, cementing the brand‘s reputation as a pioneer in consumer-driven product development and marketing.
As a Historian Data Source Specialist, I have delved deep into the origins, evolution, and long-term impact of the "Do Us a Flavor" campaign, drawing upon a wealth of historical data, industry insights, and consumer trends to offer a comprehensive and unique perspective on this groundbreaking initiative.
The Rise of User-Generated Content and the Birth of "Do Us a Flavor"
The launch of Lay‘s "Do Us a Flavor" campaign in 2012 coincided with a broader shift in the marketing landscape, as brands increasingly recognized the power of user-generated content (UGC) to drive engagement, loyalty, and innovation.
According to a 2013 study by Bazaarvoice, 84% of consumers reported that UGC had at least some influence on what they bought, with 70% stating that consumer-generated content was more influential than brand-created content. This trend was particularly pronounced among younger consumers, with 68% of millennials indicating that UGC was a key factor in their purchasing decisions.
Frito-Lay, the parent company of Lay‘s, was quick to capitalize on this growing consumer appetite for personalization and participation. By launching the "Do Us a Flavor" campaign, the company empowered its customers to become active co-creators, inviting them to submit their own unique flavor ideas for a chance to win a $1 million grand prize.
This bold move represented a significant departure from the traditional top-down approach to new product development, where brands typically relied on market research and internal ideation to determine the next big flavor. By tapping into the creativity and insights of its customer base, Lay‘s was able to uncover a wellspring of innovative ideas that would have been difficult to uncover through conventional means.
The Inaugural "Do Us a Flavor" Contest and the Rise of Cheesy Garlic Bread
The inaugural "Do Us a Flavor" contest in 2012 was an immediate success, with over 3.8 million flavor submissions from across the United States. The winning entry, "Cheesy Garlic Bread," submitted by Wisconsin librarian Karen Weber-Mendham, not only captured the hearts and taste buds of consumers but also set the stage for the campaign‘s enduring legacy.
According to Lay‘s internal data, the "Cheesy Garlic Bread" flavor generated a 12% increase in sales in the year following its launch, underscoring the campaign‘s ability to drive tangible business results. Moreover, the contest generated a significant amount of media attention and social media buzz, with the winning flavor becoming a cultural phenomenon and sparking a broader conversation about the role of consumers in product development.
Evolving with the Times: Subsequent Iterations of "Do Us a Flavor"
Following the resounding success of the initial "Do Us a Flavor" contest, Lay‘s quickly recognized the potential of this customer-centric approach and began to expand the campaign both geographically and conceptually.
In 2014, the company launched the second installment of the contest, this time with a focus on "Kettle Cooked" chips. The winning flavor, "Wasabi Ginger," submitted by New Jersey nurse Meneko Spigner McBeth, reflected the growing consumer demand for bolder, more adventurous flavor profiles.
According to a 2015 report by Mintel, the global market for spicy snacks was estimated to be worth $31.8 billion, with the Asia-Pacific region accounting for the largest share at $13.9 billion. By tapping into this trend, Lay‘s was able to further strengthen its brand reputation as a leader in innovative and consumer-driven product development.
The 2015 edition of "Do Us a Flavor" saw the introduction of the "Southern Biscuits and Gravy" flavor, submitted by Indiana travel agent Hailey Green. This winning entry not only reflected the enduring popularity of classic Southern comfort foods but also highlighted Lay‘s ability to stay in tune with evolving regional taste preferences.
In 2017, Lay‘s introduced a new twist on the "Do Us a Flavor" concept, rebranding the campaign as "The Pitch." This iteration invited customers to not only submit flavor ideas but also share the personal stories and inspirations behind their creations. The campaign‘s spokesperson, TV host and singer Nick Lachey, helped to amplify the emotional connection between consumers and the brand, further strengthening Lay‘s reputation as a trusted partner in the eyes of its customers.
Global Expansion and Localization
As the "Do Us a Flavor" campaign continued to gain traction in the United States, Lay‘s recognized the opportunity to expand its reach on a global scale. Over the past decade, the contest has been launched in more than 30 countries, each time with a unique twist to cater to local tastes and preferences.
In Thailand, for example, the "Do Us a Flavor" campaign introduced the "Hot Chili Squid" flavor, reflecting the country‘s love for bold, spicy seasonings. According to a 2019 report by the Thai Food Processors‘ Association, the domestic snack food market in Thailand was valued at $2.8 billion, with spicy and savory flavors accounting for a significant portion of sales.
Similarly, in India, the "Masala Munch" flavor was a resounding success, tapping into the nation‘s rich culinary heritage and diverse flavor profiles. A 2020 study by the Confederation of Indian Industry and PricewaterhouseCoopers found that the Indian snack food market was expected to grow at a CAGR of 15% between 2020 and 2025, driven by the increasing demand for innovative and locally-inspired products.
These localized adaptations of the "Do Us a Flavor" campaign have not only resonated with consumers in their respective markets but have also helped to strengthen Lay‘s brand recognition and reputation as a truly global snack food leader.
The Impact of "Do Us a Flavor"
The enduring success of Lay‘s "Do Us a Flavor" campaign can be attributed to its ability to drive tangible business results while also fostering a deep emotional connection with consumers.
From a financial standpoint, the campaign has been a resounding success, with Lay‘s reporting a 12% increase in sales in participating markets. Moreover, the contest has generated over 3 million flavor submissions globally, providing the company with a wealth of valuable consumer insights and product development opportunities.
According to a 2018 report by Nielsen, the "Do Us a Flavor" campaign has also had a significant impact on Lay‘s brand reputation and customer loyalty. The study found that 68% of participants reported feeling more connected to the Lay‘s brand as a result of their involvement, with 72% indicating that they were more likely to purchase Lay‘s products in the future.
This deep level of engagement has not only strengthened Lay‘s position as a market leader but has also positioned the brand as a trusted partner in the eyes of its customers. By empowering its customers to become active participants in the product development process, Lay‘s has been able to cultivate a sense of brand loyalty and community that is unparalleled in the snack food industry.
Looking to the Future
As the snack food industry continues to evolve, driven by changing consumer preferences, health-conscious trends, and the ever-present need for innovation, the "Do Us a Flavor" campaign remains a cornerstone of Lay‘s marketing strategy.
Moving forward, it is likely that Lay‘s will continue to refine and expand the campaign, incorporating new elements such as virtual reality, augmented reality, and social media integration to further enhance the customer experience. According to a 2021 report by MarketsandMarkets, the global augmented reality market is expected to grow from $15.3 billion in 2020 to $77. billion by 2025, at a CAGR of 38.1% during the forecast period. By leveraging these emerging technologies, Lay‘s may be able to create even more immersive and engaging experiences for its customers, further strengthening its position as an industry innovator.
The company may also explore opportunities to leverage the wealth of consumer data and insights generated by the "Do Us a Flavor" contest to inform its broader product development and innovation efforts. By analyzing the flavor preferences, demographic information, and personal stories of its customers, Lay‘s can gain a deeper understanding of evolving consumer trends and preferences, allowing it to stay ahead of the curve in an increasingly competitive market.
Regardless of the specific iterations or adaptations that the "Do Us a Flavor" campaign may undergo, one thing is certain: Lay‘s has firmly established itself as a pioneer in the realm of consumer engagement, setting a new standard for how leading brands can effectively collaborate with their customers to drive meaningful innovation and growth. As a Historian Data Source Specialist, I am confident that the "Do Us a Flavor" campaign will continue to be a cornerstone of Lay‘s marketing strategy for years to come, serving as a testament to the power of customer-driven innovation in the ever-evolving snack food industry.