FritoLay devises revenue-sharing model with consumers

With increasing competition in the snacks food market, devising new consumer engagement strategies to create a brand recall seems to be the order of the day.

In what is one of most innovative consumer engagement strategies, Lay’s, the potato chips brand from FritoLay India, has devised a revenue sharing model with consumers for the shortlisted four flavours from 1.3 million ideas received from consumers. The company has already started manufacturing the new flavours and would hit the shelves soon. What’s more, the flavour that elicits the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1 per cent of sales revenue.

Ruchira Jaitly, executive vice-president, FritoLay India, “We wanted to devise a marketing strategy which would engage consumers. Each winner would get Rs 5 lakh for their flavour ideas.”

“We had earlier run a campaign with Kurkure where we invited recipes from home-makers which too was a huge success in terms of consumer engagement,” Jaitly said.

Copy Writer, Mansi Jain (freelancer with BBC, worldwide service foundation) bagged the prize from Delhi for her innovative Cheesy Mexicana, while Shipra Samanta’s Tangy Twist from Ujjain made a smooth entry. Mumbai’s technology whizkid Sagar Devruhkar came up with Mastana Mango flavour while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey and Chilly. The four winners were selected by an elite panel of judges.