Crowdsourcing product ideas is nothing new for potato-chip brand Lay’s. They’re currently sponsoring another round of their well-received “Do Us A Flavor” campaign. Visitors can create their own flavor for the chance to win $1 million, and the far more unique prize of actually having their winning flavor mass produced.
Not all crowdsource experiments go well. Mountain Dew’s “Dub The Dew” campaign to create names for their new green-apple-infused soft drink is a great example of that. This was recent enough for Lay’s to know the risks (not to mention both companies are under the PepsiCo umbrella), which makes “Do Us A Flavor” an even bolder venture.
To the average participant, “Do Us A Flavor” is a fun way to stretch one’s virtual culinary wings. To the internet troll, it’s prime time for mischief and nonsensical flavor creations. The first contest prompted suggestions both gross (“Gargled Milk”) and odd (“A lunch break spent weeping”; “World’s Meanest Dad”), and this round it’s a whole lot more of the same. “Orange Juice ‘N Toothpaste” has been a web favorite, just to give you an idea.
While it is entertaining in a Schadenfreude kind of way to see a massive corporation get toyed with, there is a great amount of respect that should be lent to the brands employing this tactic. It may sound silly, but in these cases where all the trust is placed in the consumer, it’s a huge risk that is likely terrifying to the marketing team and stockholders alike. Whether the campaign runs smoothly and a product, flavor, name, etc. are chosen successfully, the chosen entity could fail. Or in the case of the naming campaigns, a campaign could be overrun by anonymous amateur comedians.
These moments of planned vulnerability are a testament to consumers, and should be savored. In a time where user insights are most valued only in review form (Amazon, Yelp, etc.), the hand held out to the vocal consumer is absolutely priceless, whether a joke or serious response is handed back.
