Lays aims to hit a six with the World Cup Flavours campaign
25 Jan 2011
Aiming to strike a chord with ardent cricket fans in the country for the upcoming ICC World Cup 2011, PepsiCo's potato chip brand Lays has come up with a consumer engagement drive in the form of its flavour world cup.
The Lay's Flavour World Cup 2011 will see consumers voting for their favourite flavours through various mediums including SMS, call and email.
To drive the campaign, Lays has introduced new flavours, each associated with a country in the ICC World Cup 2011. Some of the new flavours include Australia's Herb 'n' Lime, South Africa's Peri Peri Sauce, Sri Lanka's Sweet Onion Sauce, England's Grilled Cheese.
''We believe this campaign gives the global Indian a unique experience on exciting tastes right here in India and will also take our consumer engagement initiatives to the next level and add to the huge fan base of Lay's,'' said Vidur Vyas, marketing director, PepsiCo Foods India.
The campaign will be supported by 360-degree communication, which includes television, outdoor, print and a significant online component that includes social media. A TVC featuring its brand ambassadors M S Dhoni and Saif Ali Khan is already on the air.
''This is one world cup, everyone would like to taste. The excitement has just begun and I am personally waiting to see how it unfolds. Like millions of fans, I too have a personal favourite, our very own India's Magic Masala,'' said Khan.
The company is offering daily winners a chance to walk with the captains in the ICC Cricket World Cup besides mobiles phones and home theatre systems.
PepsiCo India's portfolio includes iconic brands like Pepsi, Lay's, Kurkure, Tropicana 100%, Gatorade, Quaker, and fast growing brands such as Nimbooz and Aliva.
