Lay’s – pioneer prosumerism marketing in Poland

Some time ago I heard about a debate, in which people argued what should be sent out to space to make a statement about our existence and civilization. Someone proposed: let’s send a bag of chips.

Lay's - prosumerism marketing
Lay's - design a flavour and get payed for co-production

You have my vote… as long as it’s this particular pack.

This picture shows a bag of chips that I’ve found last Sunday shopping for something. So just like that I came across a thing that verifies my whole MA, completed in June this year (reminder: Aestheticization of Marketing Promotion Instruments Concerning the Aesthetic Structure of Prosumerism; homage) !

Here’s the deal. Lay’s just recently began a new campaign: you design a flavour of chips, if you win the contest they sell your flavour, you get a 1% revenue. Moreover: 50 000 PLN guaranteed. Apeshit. The whole idea is very similar to the Frankerburger case. They had a problem with a repulsing taste of their new drink product (made from cannabis btw.), and instead of hiring an army of professionals to design a taste, Frankenbureger let the customers decide and “do the producing”. So the person who won the F. contest for a new taste got a shiny 1 euro cent for every sold bottle.

Here’s what the back of the bag says:

Everyone likes a different taste. Don’t limit your imagination – reach your memories, traditions and cooking experiments or just reach inside Lay’s! Let the spicy guacamole and low-salt cucumber inspire you and figure out your own flavour of Lay’s chips!

Notice total aesthetic openness of the bag’s layout. Minimum shouting, no photoshop vegetables; the bag’s almost a blank piece of plastic, waiting for your contribution. That’s how a consumer becomes a prosumer. If you read in polish take a look at the landing page of this campaign.

Can’t wait to see the result of this campaign and the impact of this pioneer move. Congratulations Lay’s team!


One thought on “Lay’s – pioneer prosumerism marketing in Poland

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