Lays Film, Digital Do Us a Flavor, 4 by Energy BBDO Chicago, Xi Chicago

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Do Us a Flavor, 4

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Industry Confectionery & snacks, Chips
Media Film, Digital, Interactive & Mobile
Market United States
Agency Energy BBDO Chicago
Agency Xi Chicago
Released April 2013

Credits & Description

Advertiser: FRITO-LAY
Category: Community Applications
Advertising campaign: LAY'S DO US A FLAVOR
Vice President/Group Manager: Alisa Feinstein (Ketchum)
Supervising Vice President/Group Client Service Director: Anna Bleers (Energy BBDO)
Senior Creative Director: Jed Schroeder (The Marketing Arm)
Sr. Director Public Relations: Chris Kuchenmeister (Frito Lay/PepsiCo)
Team Lead – Creative Solutions: Kevin Knight (Facebook)
Sr. Director Of Marketing - Lay's: Jennifer Saenz (Frito Lay/PepsiCo)
Vice President/Global Brands: Ram Krishnan (Frito Lay/PepsiCo)
Vice President Creative Director: Jonathan Linder (Energy BBDO/Xi)
Group Account Director: Kristen Colonna (OMD)
Supervising Vice President/Group Creative Director: Tim Pontarelli (Energy BBDO)
Director Of Marketing – Lay's: Burke Raine (Frito Lay/PepsiCo)

Brief Explanation
In 2006, Lay’s launched Do Us a Flavor, a program where people submit ideas for a potato chip flavor. Since then, the program has been implemented 17 times, but never in the U.S.This year, when Lay’s brought the program to America, their goal was to beat the global record of 1.2M submissions. To do that, we transformed Do Us a Flavor from a mail- or text-in program into social experience for millennials, who love to create, share and get recognized. The program garnered 3.8 million submissions, 1+ billion Facebook impressions, 3.7 billion PR impressions and increased sales by 12%.