The international flavour of 'Do us a flavour'

Remember when consumers voted to add Builder's Breakfast (a flavour invented by a brand fan) to the Walkers crisps range in 2009? Although the flavour was discontinued a year later, the contest has continued to draw public and industry acclaim, winning awards and helping parent company PepsiCo benefit from the cocreation involvement of crisps fans across the continent and beyond.

Based on that initial success with Walkers, PepsiCo has held 'Do us a flavour' contests in more than a dozen countries, including Spain, Poland and Australia. When Lay's Belgium invited consumers to submit a flavour, the contest result was higher brand engagement and higher sales.

Currently, the contest is running in the US, where the finalist flavour will be announced later this year. Launched with a major media push in New York's Times Square last year, the Lay's contest will promote the winning flavour in connection with the brand's 75th anniversary.


This week, PepsiCo announced it would begin the contest in Canada, again making social media a central element for messaging and voting. 

Whether the crowdsourced flavours become permanent members of the product range is not the point. 'Do us a flavour' is intended to get brand fans involved in the fun and excitement of choosing a new flavour while reinforcing the brand's contemporary image.