Frito-Lay urges consumers to nominate their 'dillicious' flavours

Frito-Lay has rolled out a multimedia consumer engagement program for its packaged potato chips brand, Lay's. The campaign, named 'Give us your Dillicious Flavour', aims at creating its next potato chips flavour with the help of Lay's consumers. The campaign will give the consumer an opportunity to co-create a flavour s/he likes. The winner will receive a cash prize of Rs. 50 lakhs and 1% of the sales turnover from the new flavour, which will launched by the end of May 2010.