How Lay’s Got the Internet to Invent Its Chips

Lay’s chips were already everywhere in America. The problem was getting people excited about them again. This business documentary explores how Lay’s turned its Do Us a Flavor campaign into a massive crowdsourcing experiment. With a $1 million incentive, nearly 3.8 million flavor submissions, social sharing, and Frito-Lay’s enormous distribution network, Lay’s transformed product development into public entertainment. From Cheesy Garlic Bread and Chicken & Waffles to Sriracha, the experiment shows how consumer psychology, viral marketing, product innovation, and distribution can work together to make an old brand culturally relevant again. Bagholder Association breaks down the strategies, incentives, and strange business decisions behind some of the world’s most recognizable companies. #lays #marketingstrategy #businessdocumentary