Lay’s and RTL: create the flavor


Lay’s challenged the Dutch audience to invent a new flavor of chips. In the first stage of the campaign consumers were invited to participate. From the first selection three final flavors were picked by a professional jury. In the final stage the finalists had to gain votes from the public so the three selected flavors were temporarily put on the market. After a few weeks the most popular flavor was announced and taken into production.




Translate the international marketing campaign ‘Maak de smaak’ towards the Dutch market and create awareness.

Target audience

Families with children and young adults 16-30 years


The campaign obtained 700,000 entries (target: 350,000) and 78% campaign awareness among main purchase responsibles 20-49 years (target: 50%)