MAY 2014 │ GLOBAL

Walkers
Do Us A Flavor

CAMPAIGN 2009 │ Grand Prix: Campaign of the Year

CREATIVE REVIEW │ Annual of the Year 2009

MARKETING WEEK 2010 │ FMCG: Gold

CAMPAIGN 2009 │ Best Grocery Campaign

CAMPAIGN 2009 │ Best Total Communications

MOST CONTAGIOUS 2009 │ Integrated

FAB 2009 │ Integrated: Winner

GRAMIA 2009 │ Best Integrated Campaign

MEDIAWEEK 2009 │ Media Idea (Large): Shortlisted

FESTIVAL OF MEDIA 2009 │ Effectiveness Award: Winner

REVOLUTION 2009 │ FMCG: Shortlisted

Each year, for over fifty years, Walkers (Frito Lay) have attempted to tantalize taste buds with new flavors. But this approach was no longer stirring excitement for consumers.

So, we allowed consumers to create, taste and vote on the next great flavor with a co-creation campaign to get people excited about new flavors again.

It became a massive success and was picked up by multiple markets around the world, each finding their own success.

Create and vote on the next great flavor.

Create

We invited consumers to come up with the next great flavor. At peak times we received 154 flavor ideas a second, making it the fastest growing website in the UK at the time.

Over one million flavour suggestions were received — 1,213,853 to be exact — three times the original forecast.

Taste

A panel of famous chefs deliberated over the entries, choosing six finalists to appear on supermarket shelves. But only one would remain.

The winner would receive £50k ($80k) plus 1% of all future sales.

Vote

The election was on, each flavor fighting for your vote.

We received 4.3 million visits with an average of four to nine minutes spent on the site.

The next

great flavor

After 1.1 million votes, more than the Mayor of London elections, the nation picked their winning flavor.

Worldwide

The contest has been extended to more than 20 markets around the world, including the United States. Drawing more than 19 million consumer responses worldwide.

Impact

Over 700 pieces of PR coverage, worth an estimated £6.5 million.

The brand saw increases in advertising recall across all media (+7% on average), and positive image shifts, not just on flavor associations but also innovation (+14%), and popularity (+15%).