Understanding the Lay's “Do Us a Flavor” Contest
Since its launch in 2010, the Lay's “Do Us a Flavor” contest has transformed how major food brands engage with consumers. Unlike traditional marketing approaches, this innovative campaign puts product development directly in consumers' hands, creating a powerful connection between the brand and its audience. Each year, Frito-Lay invites potato chip enthusiasts to become temporary flavor creators, with the winning concept produced and sold nationwide.
Evolution of the Lay's Flavor Creation Competition
The contest has evolved significantly since its inception, reflecting changing consumer preferences and marketing strategies:
- 2010-2012: Initial launch with regional flavors competing for national distribution
- 2013-2015: Introduction of the $1 million grand prize for the winning flavor creator
- 2016-2018: Expansion to include multiple finalist flavors and consumer voting phases
- 2019-2021: Digital submission platform improvements and enhanced flavor development support
- 2022-Present: Streamlined entry process with increased focus on flavor feasibility and production considerations
According to PepsiCo's 2023 annual report, the contest has generated over 1.5 million flavor submissions since its inception, with winning flavors typically achieving 20-30% higher sales than standard limited editions. This data confirms the contest's effectiveness in driving consumer engagement and product innovation. (PepsiCo Annual Report 2023)
Current Contest Structure and Timeline
Understanding the contest timeline is crucial for potential participants. The 2024 competition follows this structured schedule:
| Contest Phase | Dates | Key Actions Required |
|---|---|---|
| Submission Window | February 15 - April 30 | Develop and submit original flavor concept |
| Public Voting | June 1 - June 30 | Promote your flavor; encourage votes |
| Judging Period | July 1 - August 15 | Expert evaluation of top-voted entries |
| Winner Announcement | September 15 | Winning flavor revealed |
This structured timeline ensures a fair and transparent process from concept submission to final selection. Unlike earlier contest iterations, the current format includes a professional judging component alongside consumer voting, addressing previous criticisms about feasibility of winning concepts.
Creating a Competitive Flavor Concept
Developing a winning flavor requires more than just an interesting combination—it demands strategic thinking about marketability, production feasibility, and consumer appeal. Successful entries typically follow these principles:
Flavor Development Fundamentals
Professional flavor creators emphasize three critical elements:
- Balance: Sweet, salty, savory, and umami elements must complement rather than compete
- Distinctiveness: The flavor should be recognizable within 2-3 seconds of tasting
- Memorability: A “wow factor” that creates social sharing potential
Avoiding Common Pitfalls
Based on analysis of past submissions, these mistakes significantly reduce your chances:
- Overly complex flavor profiles with more than 3 primary components
- Ingredients that don't translate well to potato chip seasoning
- Concepts requiring specialized equipment not available in Lay's production facilities
- Flavors that appeal only to niche audiences without broader market potential
Submission Process: Step-by-Step Guide
Navigating the official entry process correctly is essential. Follow these verified steps to ensure your submission qualifies:
Pre-Submission Preparation
Before accessing the official portal, complete these critical steps:
- Research current Lay's flavors to ensure your concept is truly unique
- Test your flavor combination using plain chips and available seasonings
- Document your flavor development process with photos or videos
- Prepare a 150-word description highlighting your flavor's inspiration and appeal
Official Entry Requirements
The official submission must include:
- Complete flavor name (maximum 35 characters)
- Detailed ingredient list with proportions
- Target consumer demographic information
- Marketing angle explaining why consumers would share this flavor
- Original photograph of your flavor concept in action
Unlike previous years, the 2024 contest requires entrants to demonstrate basic food safety knowledge through a brief quiz before submission. This change reflects increased regulatory scrutiny of consumer-created food products. (FDA Food Labeling Guidelines)
What Happens After Submission
Understanding the post-submission process helps set realistic expectations:
Initial Screening
All entries undergo automated screening for:
- Compliance with contest rules
- Originality checks against existing trademarks
- Basic feasibility assessment
- Adherence to food safety standards
Judging Criteria Breakdown
Finalist selections are based on these weighted criteria:
- Consumer Appeal (30%) - How likely people are to purchase and share
- Production Feasibility (25%) - Manufacturing and shelf-life considerations
- Creativity (20%) - Originality within market constraints
- Market Potential (15%) - Projected sales performance
- Cultural Relevance (10%) - Connection to current food trends
Industry experts from Frito-Lay's R&D department conduct the final evaluation, with input from marketing and production teams. This multi-disciplinary approach ensures winning concepts balance creativity with commercial viability.
Maximizing Your Chances of Success
Based on analysis of past winning entries, these strategies significantly improve your odds:
- Leverage seasonal trends: Successful flavors often align with current food movements (e.g., global flavors, plant-based ingredients)
- Focus on storytelling: Winners typically have compelling origin stories that resonate emotionally
- Consider production realities: Flavors using ingredients already in Lay's supply chain have higher success rates
- Build community support: Early promotion through social media increases visibility during voting
Notably, the 2023 winning flavor “Loaded Baked Potato” succeeded by combining familiar comfort food elements with innovative seasoning techniques—a strategy that resonated with both consumers and production teams. This demonstrates how understanding both consumer preferences and manufacturing constraints creates competitive advantages in the contest.
Frequently Asked Questions
Can non-US residents participate in the Lay's potato chip contest?
No, the Lay's “Do Us a Flavor” contest is currently limited to legal residents of the United States who are 18 years or older at the time of entry. This restriction relates to legal requirements for prize distribution and food product regulations.
How detailed should my flavor concept description be for the Lay's contest?
Your flavor description should be exactly 150 words—no more, no less. It must include the flavor name, key ingredients, target audience, and why consumers would share this flavor on social media. Technical details about seasoning application should be included in the separate ingredient proportion section.
What happens if my Lay's contest flavor contains allergens?
Flavors containing major allergens (milk, eggs, fish, shellfish, tree nuts, peanuts, wheat, soybeans, or sesame) require complete allergen disclosure in your submission. The Lay's team will evaluate whether the allergen can be safely managed in production. Some allergen-containing concepts may be disqualified if cross-contamination risks cannot be mitigated.
Do I retain rights to my flavor concept if it doesn't win the Lay's contest?
No, by submitting to the contest, you grant Frito-Lay exclusive rights to develop, produce, and market your flavor concept for the duration of the contest and for 12 months following its conclusion. If your concept isn't selected as a finalist, rights revert to you after this period, but Frito-Lay maintains the right to use submitted concepts for internal research purposes.
How are tie votes resolved in the Lay's flavor contest public voting phase?
In case of tied votes during the public voting phase, the Lay's judging panel evaluates the tied entries based on production feasibility, market potential, and alignment with current brand strategy. The panel's decision is final and not subject to further voting. This process ensures that practical considerations guide the selection when consumer preferences are evenly split.
浙公网安备
33010002000092号
浙B2-20120091-4