Lay’s reimagines marketing the chip

This event report follows the evolution of Lay’s "Do Us a Flavor” campaign – a marketing initiative that has developed each year it has been run.

Lay's reimagines marketing the chip

Geoffrey PrecourtWarc

The best-practice messages from 21st-century marketers are a constant drumbeat, articulated as some variation on "Test and learn", "Iterate, iterate, iterate" or "Don't be afraid to fail."

But what does a lucky brand steward do when they get it right from the get-go?

Bart LaCount is a marketing director for Frito-Lay North America, a division of PepsiCo, where he is responsible for leading the Lay's brand – the largest snack brand in the world.

In that capacity, he is charged with oversight of the globally renowned "Do Us a Flavor"...

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