Swap shop: PepsiCo promotion gives shoppers chance to shape Lay's line-up
The business said it is hoping to reflect Americans' changing tastes with the first-ever ‘Flavor Swap’ – and tap flavor trends focused on spices, cheese, and herbs. These include ‘exotic spice flavors stemming from Indian and Japanese influences’; ‘specialty cheeses such as gouda and gorgonzola’; and ‘floral flavors such as hibiscus, elderflower and lavender’.
Lay’s is rolling out eight potato chip flavors – four ‘classics’ and four new flavors to stores.
Flavor pairings
The manufacturer has paired one of the classics and against one of the new flavors and, from February 8, is giving consumers to chance to vote for their favorite flavor in each pair.
The pairings are:
- Lay's Flamin' Hot vs. All-new Lay's Fiery Roasted Habanero
- Lay's Cheddar & Sour Cream vs. All-new Lay's Smoked Gouda & Chive
- Lay's Honey Barbecue vs. All-new Lay's Korean Barbecue
- Lay's Kettle Cooked Sea Salt & Cracked Pepper vs. All-new Lay's Kettle Cooked Olive Oil & Herbs
The promotion will include a $1,000 daily give away, and one voter will win a $250,000 cash prize for simply placing his or her vote. Voting ends March 21.
Giving fans a say
“Over the last three years, the Lay's Do Us a Flavor contest asked fans to submit their ideas for the next great potato chip flavor,” said Frito-Lay chief marketing officer Ram Krishnan. “While Do Us a Flavor spotlighted fans who wanted to create the next great potato chip flavor, Flavor Swap celebrates fans who simply enjoy flavor and want to have a say."
With PepsiCo running Flavor Swap in its potato chip business this year, PepsiCo earlier this month brought a Do Us A Flavor-style promotion to the cereals market through its The Quaker Oats Company brand. ‘Bring Your Best Bowl’ invites Quaker consumers across the US to create a new flavor using two to five ingredients.
