In 2019, Lays launched an innovative flavor contest that invited snack lovers to reimagine the classic chip. This nationwide competition encouraged creative taste combinations and let consumers shape the next limited-edition bag on supermarket shelves.
Through social media submissions and in-store voting, the Flavour Contest 2019 generated buzz, sales lift, and valuable insight into emerging snack preferences across different regions.
| Contest Phase | Key Action | Consumer Engagement | Business Outcome |
|---|---|---|---|
| Ideation | Submit new flavor concepts online | Creative expression, co-creation | Pipeline of novel ideas |
| Shortlist | Panel tasting and regional feasibility review | Visibility for favorite ideas | Reduced risk with real-world testing |
| Public Vote | In-store and digital voting | Influence final choice, shareability | Higher in-store trial and awareness |
| Launch | Winner produced and distributed nationally | Reward for participants, media coverage | Sales lift and social buzz |
Creative Flavor Submissions and Regional Trends
Participants could propose bold pairings, drawing inspiration from global cuisines and local favorites. This section highlights standout entries and how they reflected shifting tastes in 2019.
Notable Entries in the Lays Flavor Contest 2019
Entries ranged from spicy fusion concepts to sweet-savory twists, showcasing how far flavor innovation had come. Regional patterns revealed preferences for heat in some areas and milder, herbaceous notes in others.
Voting Mechanics and Public Participation
Understanding how fans engaged with the contest helps explain the campaign’s viral success and lasting appeal among snack enthusiasts.
How Fans Voted for Their Favorite Concept
Votes were cast through QR codes on packaging, social platforms, and in-store kiosks, blending offline convenience with online shareability.
Engagement Metrics Across Channels
Digital votes surged during peak social moments, while in-store drives maintained broader demographic reach and sustained interest.
Product Development and Go-to-Market Strategy
From test kitchen to shelf, the winning flavor underwent rigorous quality checks to ensure taste consistency at scale.
Scaling the Winning Flavor for Mass Production
Supply chain adjustments and localized marketing narratives helped the new variant meet holiday season demand.
Retail Execution and Merchandising Highlights
Point-of-sale materials highlighted the crowd-driven story, turning the bag into a badge of participation and pride.
Consumer Insights and Market Performance
Data from Nielsen and IRI illustrated category growth, while consumer surveys revealed emotional drivers behind the purchases.
Category Impact and Share of Voice
Lays saw increased foot traffic, higher basket attachment, and improved ad recall compared to previous flavor rollouts.
Long-Term Brand Perception Shifts
By positioning consumers as co-creators, the brand strengthened relevance among younger shoppers and reinforced innovation leadership.
Participate and Shape Future Snack Innovation
- Monitor official brand channels for open submission windows and regional eligibility
- Experiment with bold but reproducible flavor ideas that align with emerging food trends
- Engage through social platforms and in-store voting to amplify favorite concepts
- Share feedback post-launch to influence future iterations and product extensions
- Leverage limited-edition launches as a catalyst for trial and broader category growth
FAQ
Reader questions
How could consumers submit their flavor ideas for Lays 2019 contest?
Submissions were accepted online through the official Lays portal and via social platforms using designated hashtags during the open call period.
What criteria did the judges use to shortlist entries in the Lays Flavor Contest 2019?
Judges evaluated taste potential, feasibility for mass production, alignment with brand values, and novelty relative to existing portfolio flavors.
Were regional flavor preferences considered when selecting the winner for Lays 2019?
Yes, the team balanced nationwide appeal with regional insights, ensuring the winning concept resonated across diverse taste preferences.
How did Lays promote the winning flavor after the contest ended in 2019?
The winner launched with in-store demos, digital storytelling, and influencer partnerships that highlighted the consumer-driven journey behind the bag.