By 2012, the Lays brand was on a troubling trajectory, rapidly aging up and failing to gain the attention of America’s next generation of snackers, millennials. To combat the loss of interest, Energy BBDO took the global consumer promotion, ‘Do us a flavor,’ and reinvented it into a consumer engagement initiative aimed at sparking a relationship between millions of young Americans and a brand they never had much reason to pay attention to. A strategy of TV ads, celebrity endorsements, outdoor ads, social media, an app and a cash prize incentive was used to grab the interest of young people. As a result, household penetration rose 12.5% with millenials, with around 2.7 million Americans getting involved with the campaign.