Sigh. Is there anything more depressing in advertising than a blatant rip-off shimmering like a bright new thing when it hits the market?
Potato chip maker Lay’s has launched a flashy ad campaign with an offer of a million bucks to the person who comes up with their next flavour.
Does that have a familiar ring to it?
It should. It’s been Doritos strategy since 2008. Name the brand, come up with the flavour, write the ads. Doritos has done it.
So why would Lay’s, two feet away from Doritos in the Guilty Aisle, do the same thing?
Well, you might reasonably suggest, it’s no different than every major brewery in North America now offering a lime beer.
True, but copying the strategy is not the worst of it. Even Lay’s cute little campaign theme “Do us a Flavour” isn’t theirs.
It comes from a UK campaign done by Walkers Crisps (that’s what they call chips over there in Ole Blighty), who are owned by the same parent company as Lay’s. They also asked the public to name their new flavour with the tagline: “Do us a Flavour”, as you can see in this 2009 commercial.
The million dollar prize suggests Lay’s had some money to throw at this. Could they not have thrown a bit of it in the direction of some original thinking?