This year, Lay's is asking its consumers to go online and create a custom chip bag that shares one of their favorite summer memories. The pictures can be uploaded with a caption, creating a charming Polaroid-style image on the front of the chip bag. This playful packaging is expected to ship out around the Fourth of July, giving people who want to participate ample room to get their best photo and wittiest caption ready. However, the program will be limited to 10,000 custom chip bags. In contrast to the many identical bags that are pumped out by Frito-Lay, this small-batch production will give Lay's lovers a meaningful chip bag to gift or hold on to.
With initiatives like this and yearly contests such as Do Us a Flavor, Lay's is an expert at showing its consumers that it is willing to listen and connect to deliver what they're asking for.