Crowdsourced Creations

Posted on Posted in Advertising, Branding, Consumer Experience, Content Marketing, Convenience Stores, Food Service, Food Trends, Marketing, Research, Sales & Marketing, Trends

Need a new flavor? Ask your customers.

When someone hears the word “crowdsourcing,” they normally will think of Kickstarter or Indiegogo. But today CPG brands ventured into the “crowdsourcing” field when it comes to creating a new flavor for their product. Involving your customers helps with brand engagement and, in turn, creates stronger brand loyalty. It’s also a great way for companies to engage their consumers no matter where they are. By bringing all of your customers to one place, it rallies them to work together towards the same goal: creating something new.

A number of companies recently adopted this approach. For instance, Nabisco’s Oreo brand created the “Firework” Oreo to tap into crowdsourcing on social media. This new contest uses the hashtag “MyOreoCreation” to let fans share their new Oreo flavor idea.

Another example would be the Lay’s “Do Us A Flavor” contest, where flavor names and combinations are submitted via custom website. Its initial rollout was so popular that Lays decided to keep it rolling in different iterations for four years straight to great fanfare. Always yielding a mix of delicious and questionable results, a panel of chefs, foodies and flavor experts narrows down 10 semifinalist flavors to three finalists that are developed and sold in stores. Consumer votes determine who wins the $1 Million Grand Prize.

What makes these contests so popular is the incentive tied along with them, which is usually a cash prize along with national recognition. Consumers love the novelty of trying new flavors, especially when they’re created by everyday people like themselves. This usually results in a nice sales bump for the company as well, so it’s a win-win all around. Don’t be surprised if crowdsourcing becomes the new norm for companies looking to get innovative with flavors.

To find out more about crowdsourcing and how to create the impactful consumer promotions, contact Donovan connective marketing at: 717.560.1333 or

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