If you thought that potato chips were just the plain old salty potato-y kind, meant to be eaten with French Onion dip, Lay’s Potato Chips latest campaign will most certainly prove you wrong—and drum up some branding cache in the process. On October 21, the crispy company announced the winner of their #DoUsAFlavor Contest on social media, meaning that kettle-cooked Wasabi Ginger will be the newest Lay’s potato chip flavor.
The creator of the unique flavor is Meneko Spigner McBeth, a 35-year-old nurse at Temple University Hospital in Philadelphia, Pennsylvania. Her prize? Either $1 million dollars or a percentage of one year in Wasabi Ginger potato chip sales, whichever comes out to be more. To win, she beat out Mango Salsa, Bacon Mac & Cheese, and Cappucino by votes from America after tasting the varieties (which have been in stores since July), giving the world plenty of time to realize that Cappucino flavored potato chips should not be a thing.
A contest like this works well for a global, corporate company like Lay’s, with a major social media following (their Facebook page alone has 7,160,673 likes–not too shabby). However, the rules of the contest serve to build up those followings in very specific ways.