Lay's Global: How a great idea travelled around the world

This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.

Lay's Global: How a great idea travelled around the world

Principal author: Tom White, AMV BBDOContributing author: Jonathan Flockton, AMV BBDO

Introduction

Do Us A Flavour is the idea that we estimate has engaged 38 million people in 25 countries around the world, each creating and submitting their own unique flavour.

By our reckoning, that makes it the world's biggest brand participation campaign.

This paper tells the story of how Do Us A Flavour changed the way a big global brand approached their entire model of multi-market advertising.

Do Us A Flavour (DUAF) was conceived in the...

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