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Lay's Belgium wins Golden Effie for 'Do Us a Flavour' campaign

Friday, June 29, 2012

This story ran in PEPline, PepsiCo’s global employee newsletter, and is proudly brought to you by a PepsiCo employee or a friend or family member of a PepsiCo employee.

Sabine Selos and Valerie Bracke, of agency partner BBDO (pictured top left), celebrate the Golden Effie along with the Lay's Belgium team (below).

On June 12, Lay’s Belgium won a Golden Effie award for its "Do Us a Flavour" campaign at an awards presentation event held in Vmma, Brussels. The Effies are renowned for celebrating the most-effective advertising campaigns in the world -- and recognise creative ideas that surpass their objectives.

In addition to the Golden Effie, Lay's was also honoured with a Measurement Effectiveness award for the brand's co-creation approach -- where consumers were actively engaged in the campaign by sending in and voting on flavours -- which helped drive enthusiasm and advertising boost for the program.

On the same night as the Effie winners were being revealed in Belgium, the "Do Us a Flavour" promotion was named the "Best Lift and Shift" campaign at the European Marketing Conference in Barcelona, Spain.

“It was my dream to touch shoppers and consumers with the 'Do Us a Flavour' campaign, and we succeeded handsomely,” said Sabine Selos, manager, Marketing - PepsiCo BeLux Foods. “I would go as far as to call it an evolutionary campaign with a revolutionary impact. These awards are the crowning glory to the hard work everyone in the different functions put in.”