Lay's - Do Us a Flavor

Описание: The Issue:

Lay's, the number 1 chips in the region was launching a new flavor, and the task was to influence potato chip fans in the GCC and getting them excited with it.

Since every consumer has different tastes and opinion on what's the perfect flavor of potato chip, the challenge was to craft a platform where everyone could get engaged... the way forward was clear, have consumers choose the next Lay's flavor!

Strategy, Creation and Means Implemented

To package this insight within a big idea, we spotted a relevant point of distinction that Arab consumers could strongly relate....finding a life partner!

Marriage is a very challenging step with a lot of parental pressure, and a lot personal taste involved too... And so Liza Lay's was born! The bubbly and delicate potato searching for her soul-mate.

TVC ads were created introducing the character in addition to her various encounters with her suitors.

A special website was created for people to submit their choices on a daily basis. That was accompanied by an unprecedented activity on social media site.

Special webisodes for the top flavors were created, and consumers were given the chance to create their own flavor packs!

We partnered with 2 of the best radio stations in Saudi and the campaign was taken on ground and Outdoors.

Liza Lay's was everywhere: on packs, on shelves, and on special displays.

On May 10, we announced the winning Pizza flavor at the same time on major TV stations, digital and outdoors