Lay's Global - How a great idea travelled around the world

Prior to 2012, Lays global marketing model was a largely decentralised model that reflected the diversification of the Lays brand. The ‘Do us a flavour’ idea finally transcended these market differences and travelled globally. The campaign gave people the opportunity to suggest their flavour ideas, and Lays put the six best ones on the shelves for people to buy. The public then voted for the nation’s overall winner. Twenty-five local markets undertook the campaign, with 92% deemed very successful. In the UK the campaign achieved a total profit of £12.1m and ROMI of 5.32