Conceptualised by JWT, the campaign is supported by six new TVCs along with robust on-ground, online and print initiatives
BestMediaInfo Bureau | Delhi | May 2, 2012
Lay’s, the world’s number one potato chip brand unveiled six irresistible flavours to add magic to cricket this season. Co-creating the magic with Lay’s are six of the biggest hitters of cricket – M S Dhoni, Chris Gayle, Yusuf Pathan, Kevin Pietersen, Rohit Sharma and Adam Gilchrist – who have created their own flavours for this campaign. In the ‘Guess Whose Flavour’ campaign, Lay’s invites consumers to guess which cricketer has made which flavour and they could win a chance to enjoy a magical ICC World T20 cricket match in Sri Lanka and other exciting prizes – all this by simply matching each player to the flavour created by him.
These big hitters of cricket donned the chef’s hats and coats to put together the lip smacking, limited edition magical flavours including Coastal Pepper Blast, Western Mirchi Burst, Eastern Chilli Mustard Hit, Oz Cheese n Onion Cut, Jamaican Spice Shot and Royal Herb & Chilli Punch. The innovatively designed packs for each of the flavours incorporate clues for the consumers to help guess which player has created which flavour.
Speaking about the new initiative, Gaurav Mehta, Category Director, Western Snacks, PepsiCo India said, “At Lay’s, we have always created exciting flavours and path breaking engagement campaigns for our consumers. This time around also, the flavours are fun and different. The players on-board have creatively come up with trademark flavours that truly define their taste preferences and offer distinct flavours to our consumers. We look forward to creating a magical cricket season with the Lay’s Guess Whose Flavour campaign.”
Speaking about his experience, cricketer and Lay’s flavour co-creator, M.S. Dhoni said, “Coming up with my very own Lay’s flavour was quite thrilling and exciting! In fact, all of us enjoyed getting inside the kitchen and creating some magic! We have come up with six distinct Lay’s flavours and now its upto the consumers to enjoy them and Guess Whose Flavour. We hope they enjoy all six new flavours and appreciate our efforts”.
Commenting on the campaign, Surjo Dutt, Creative Director, JWT said, “The Lay’s Guess Whose Flavour campaign was exciting to work on, as only Lay’s could get these great cricketing stars into the kitchen. Lay’s has always been known for their distinct flavours and what better than to have cricket hitters cook up their own favourite flavours for the consumers.”
To be a part of the magical moments and to win prizes, consumers can log onto the Lay’s campaign website http://www.laysgeuesswhoseflavour.com. Participants stand a chance to win a daily prize of 1 Sony PSP by getting even one flavour right. Ten lucky winners who get all six flavours right will get a chance to watch an ICC World T20 cricket match in September 2012 in Sri Lanka. Consumers can also log onto their facebook page at http://www.facebook.com/laysindia for exclusive content and exciting contests where they can win autographed memorabilia!
Strengthening this campaign, Lay’s launched six exciting new commercials that have been put together by JWT. The fun and light-hearted commercials have consumers forced onto the field as the cricketers have invaded their kitchens! Apart from the exciting TV and on-ground activation, the campaign is supported by robust on-ground, online and print initiatives.