August 10, 2010: Lay’s, India’s favourite potato chips brand from Frito Lay India announced India’s first ever consumer co-created and voted flavour- Mastana Mango. Sagar’s Mastana Mango is the flavour that tickled the taste buds of most Indian consumers. With over 15, 77,891 votes in favour of Mastana Mango, it can be truly termed as India’s national potato chip flavour! Lay’s rewarded Sagar with a whopping 50 lakh rupees! And one percent of the revenue generated by the sale of this flavour.
A total of 41, 64,886 votes were cast by consumers who had tried out the various flavours. Also, not to forget, the over 1.3 million flavour ideas that were sent in the first phase when the contest opened, making GUYDF one of the most successful consumer campaigns India has seen in recent times.
Other finalists Mansi’s Cheesy Mexicana got 11, 89,557 votes while Shouvik’s Hip Hop Honey and Chilli flavour was the best flavour for 7,12,909 Indian chip aficionados. Shipra’s Tangy Twist was liked by 6,84,529 consumers.
“The overwhelming response to GUYDF campaign at every stage is testimony to the fact that Lay’s is close to its consumer while it enjoys leadership status in its category. We thank our four finalists and all our enthusiastic consumers who participated and contributed to the GUYDF campaign in their own distinctive ways” said Deepika Warrier, Marketing Director Frito Lay India on the occasion of the winner announcement.
And it’s not just the flavours that were so yummy. What a delicious trip the whole campaign was! India thought, India ate, India voted, India got together with Lay’s to create a flavour that India would love to munch! Well, that’s the unique flavour of this entire success story.
With this campaign, the consumer today co-owns these brands, an innovation that puts Lay’s way ahead of competition in terms of brand positioning and brand loyalty. For Lay’s it was about knowing the consumer and for consumers, it was about being involved and engaged, about being a part of innovation in Lay’s. Lays as a brand is for the fun loving, change loving, uber cool individual and so are it’s campaigns. The Indian consumer loves to experiment, and is looking for a platform to put across their point of view. Lay’s GUYDF gave the consumer just that.
For the four chosen flavour ideators, it was a dream story. For them, a little fun exercise of whipping up some of the wacky, jazzy and yummy flavours has got them name and unthinkable fame. Their flavour was piloted across India. As they smile from the covers of Lay’s packs, as they pose alongside Saif in the television commercial, they are Lay’s super flavour stars!
The campaign was spread over three phases. Consumers across the country sent in their entries between November 2009 to January 2010 and four winning flavours were selected by a panel of celebrity judges.
In the second phase, the four selected flavours were piloted in the market and out of them one flavour was chosen as the winner through consumer taste and vote camapaign. The flavour that got maximum votes was judged as the winner and its ideator was rewarded with Rs 50 Lakh and 1% of the sales turnover of the flavour.
Since its entry in India in 1989, PepsiCo’s snack foods division FritoLay India (FLI) has become the clear leader in branded snack segment. Quaker Oats, Aliva, low fat and baked snack options enhance the choices available to the growing health and wellness needs of FLI consumers.
Lay’s is the World’s No. 1 and India’s favorite Potato Chip brand. It has a wide range of flavours and formats. It is available in Indian flavours like Magic Masala and the recently launched India’s lime and Masala masti and also has brought innovative international flavours like Spanish Tomato Tango, American Style Cream & Onion, Caribbean Hot & Sweet Chilli and Classic Salted to the youth. For premium snacking needs it has Lay’s Stax – the irresistible potato crisp in a can (Salted Solo, Cheese Jalapeno Jive, Cream ‘n’ Cheese Crave, Cajun Beats, Paprika Pizzaz, Salsa Swing)
FritoLay India produces its snacks at its state-of-the-art plants in Channo (Punjab), Pune (Maharashtra) and Sankrail (West Bengal). The company’s strong stockiest distribution network has proven highly effective at reaching vast numbers of retail outlets. The company operates 38 distribution centers that serve more than 2,500 active stockiest, reaching approximately 845,000 retail outlets that in turn makes the product available at an arms length.
PepsiCo entered India in 1989 and has grown to become the country’s largest selling food and beverage company. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today.
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.