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!

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

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