After zeroing on four flavours from a whopping 1.3 million ideas from consumers as part of its ‘Give Us Your Dillicious Flavour’ campaign, Frito-Lay India is set for the next phase of this campaign, wherein it will test these four flavours in markets across India for the next two months with the theme ‘Bachega sirf tastiest’ (Survival of the tastiest).
Speaking to exchange4media, Deepika Warrier, Director - Marketing, PepsiCo India (Frito-Lay India division), said, “Since 2000, Frito-Lays has been talking to its consumers in their own language. As a brand where we pioneered in getting the international flavours, we innovated as a brand talking in Indian language and thus launched the ‘chaat street’ flavour. Youth being our main TG, as a snack category, it is an impulse category. Thus, as an innovation, it became necessary for us a brand to work in sync with the consumers and involve more of an engagement programme that is different from what we have done earlier.”
Thus, taking this view forward, by the end of 2009 Frito-Lays India launched a high end engagement programme in line with their ‘Dillogical’ campaign, asking consumers to participate coveting their own flavours extending to a three-month long ‘Give Us Your Dillicious Flavour’ campaign. From an overall 1.3 million ideas, the brand has shortlisted four flavours – Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly. The consumers who came up with these four flavours won Rs 5 lakh each for their ideas.
Now, these flavours will be piloted in markets across India for the next two months. The flavour that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded the grand prize of Rs 50 lakh and 1 per cent of sales revenue.
Speaking on this activity, Warrier commented, “The overwhelming response to the unique ‘Give Us Your Delicious Flavour’ campaign has enthused us. It not only is a reaffirmation of consumers’ growing faith in Frito-Lay, but also an endorsement of the popularity of Lay’s potato chips. It is this faith that has driven us to constantly innovate ahead of the curve. Using this consumer engagement programme we wish to take in to account our consumers’ tastes to create new products.”
‘Give Us Your Dillicious Flavour’, an innovative large scale co-creation campaign was launched in October 2009 that gave the consumers an opportunity to co-create the flavour they like on Lay’s potato chips. The four winners were selected by an elite panel of judges headed by celebrity chef and anchor of NDTV Good Times Aditya Bal, Anuja Chauhan, author and Executive Creative Director and VP of JWT; and Dr TSR Murali, Director, R&D, Food & Beverages, PepsiCo India.
The launch of the four flavours will be supported by a 360 degree communication campaign tagged as ‘Bachega sirf tastiest’ on TV, radio, print, digital, outdoor and cinema. Every hour a consumer gets a chance to win an iPod. The lucky voter will be selected randomly through a digitised process of selection and disbursement. The consumers can submit their votes through SMS, or log on to the Frito-Lay India website.