Oscar Mayer

Copy Needed

Capabilities

Consumer Research

Platform Development

Ideation

Concept Development

Challenge

Lay’s is the quintessential potato chip and the US market leader. Long synonymous with flavor—reinforced with campaigns like “Do Us a Flavor”—Lay’s wanted to maintain their leadership as the category exploded with new and innovative flavors. Having just completed a brand positioning refresh, Lay’s was looking to craft a corresponding flavor strategy for its traditional and kettle-cooked style chips that would keep the brand at the forefront of flavor.

Action Taken

DuPuis partnered with Frito-Lay to build a 3-year innovation pipeline for Lay’s that blends mainstay SKUs delivering on the brand’s flavor quality with LTOs delighting fans with “I can’t believe they put that on a chip!”-worthy flavors. We conducted 1:1s with target consumers to test brand stretch and explore flavor trends. Armed with consumer permission to embrace bold, uniquely delicious flavors, we developed innovation platforms and led a cross-functional, collaborative CampFire ideation session. We built consumer concepts and tested them with a consumer quick quant to identify flavors and themes with the most potential across traditional and kettle-cooked chips. Finally, we crafted the flavor strategy roadmap and innovation pipeline with recommended 52-week and LTO flavors.