Why Frito-Lay Does Not Run a Doritos Flavor Campaign Like Lay’s
Introduction
The Lay’s Do Us a Flavor campaign has been a roaring success, driving engagement and brand loyalty. However, it’s worth exploring whether Frito-Lay should consider running a similar campaign for Doritos. While it's a decision made by corporate leaders, the reason behind it has sparked debates among consumers and marketers. In this article, we delve into the possible reasons why Frito-Lay may not run a Doritos flavor campaign like they do for Lay’s.
Understanding the Lay’s Do Us a Flavor Campaign
The Lay’s Do Us a Flavor campaign is a well-known and highly successful initiative by PepsiCo, specifically for its Lay’s potato chips brand. It began in 2010 and has since become an annual event, inviting consumers to submit their own flavor ideas. These ideas are then turned into actual flavors, which are sold as limited-edition products. This campaign has not only driven sales but also increased consumer engagement and brand loyalty.
Why Frito-Lay May Not Mimic the Campaign
Brand Identity and Target Audience: Frito-Lay, the parent company behind both Lay’s and Doritos, is a global brand with a diverse portfolio. Doritos, while being a staple in the Frito-Lay lineup, has a distinct brand identity and target audience compared to Lay’s. The Doritos brand is associated with innovation, bold flavors, and a more mature consumer base, perhaps less inclined towards a children’s-friendly campaign like Do Us a Flavor.
Consumer Behavior and Engagement: While Do Us a Flavor has been a hit for Lay’s, the same level of engagement might not translate to Doritos. Doritos consumers are likely to appreciate unique and different flavors, but they might not as eagerly participate in a crowdsourced flavor competition. The flavors that win the Lay’s contest are typically more playful and child-oriented, which may not resonate as well with the Doritos audience.
Marketing Strategy and Innovation: Frito-Lay may be exploring other ways to introduce new flavors and maintain innovation across all its brands. Instead of a mass crowd-sourced campaign, Frito-Lay may be using other methods such as focus groups, internal flavor development teams, and collaborations with celebrity chefs to bring new flavors to market. These strategies can provide more targeted and creative results while maintaining the unique essence of the Doritos brand.
Alternative Approaches
Collaborative Flavors: Frito-Lay might be experimenting with collaborative flavors rather than relying on a mass-sourced idea. For instance, they might partner with popular chefs, food bloggers, or influencers to develop and promote new Doritos flavors. This approach can capitalize on creativity and ensure that the flavors are both innovative and appealing to the target audience.
Seasonal Campaigns: Instead of a yearly flavor contest, Frito-Lay might focus on more frequent and seasonal campaigns. These campaigns can introduce new, seasonal-inspired flavors without the complexity of a large-scale contest. For example, the introduction of pumpkin spice Doritos for fall or barbecue-flavored Doritos for summer can drive excitement and engagement around specific times of the year.
Limited Edition Flavors: Frito-Lay can maintain the essence of innovation by introducing limited-edition flavors. This approach can keep consumers engaged without the need for a large-scale, ongoing contest. Limited-edition flavors can also create a sense of exclusivity and increase curiosity among consumers who want to try these special flavors.
Conclusion
While the Lay’s Do Us a Flavor campaign has proven to be highly successful, it may not be the best fit for the Doritos brand. Frito-Lay has a range of strategies to maintain innovation and engagement with their Doritos line. Whether through collaborations, seasonal campaigns, or limited-edition flavors, Frito-Lay can continue to innovate and keep consumers excited without resorting to the same crowd-sourced approach as Lay’s.