Dive Brief:

• Lay's is bringing back its "Do Us A Flavor" campaign for another year.
• A web application allows consumers to create their own potato chip flavors and bag art, and Lay's is allowing participants to rate and compare different user-created flavors.
• The popular campaign has existed since 2012 and resulted in the release of flavors like Chicken and Waffles. As you might imagine, however, the entries are something of a mixed bag.

Dive Insight:

Lay's has been known to introduce new flavors from time to time, and this promotion in particular has resulted in fan favorites like "Chicken and Waffles." Lay's will take the top four flavors submitted and produce them for a limited time.  The most successful flavor finalist will be awarded $1 million by FritoLay (or 1% of aggregate sales of their flavor). The hope is that by crowd-sourcing new flavor combinations, Lay's can generate buzz surrounding their brand and perhaps gain a new, long-standing entry in their line of potato chips. If nothing else, the website allows for a wide arrange of flavor names and combinations. So much so that some consumers are getting a bit more creative with their submissions, as pointed out by Buzzfeed.