Smith’s Chips introduces Open Innovation Competition for “the next great flavour”


As I was running on the treadmill this morning, I found myself watching a television advertisement for an Open Innovation competition from Smith’s Snack Foods  (in this country the equivalent of Frito-Lay – we all grew up with Smith’s! Indeed, Smith’s Snack Food is owned by PepsiCo). I find this an excellent example of Open Innovation – the contest is for any consumer to come up with the flavour for the next range of chips. There is about two months to go to submit a catch-phrase together with a “creative image”.

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What I really like about this venture from Smith’s is the following:

  • The competition is backed up by a very meaningful financial incentive – the winner gets $30,000 in cash PLUS 1% of the sales revenue of the brand. Very motivating.
  • The website design is excellent – smart, refreshing, web 2.0-like, and inviting. You are not disappointed when you land at the site.
  • The campaign is backed up by significant media advertising and exposure. Not only is there paid advertising, but tonight one of Australia’s most popular current affairs shows – A Current Affair –  is doing a segment on this campaign. So the marketeers at Smith’s are very smart – they are looking to get this campaign as much publicity as possible.
  • The top four flavors will be chosen by a panel of judges, and then these flavors will be put to the public for voting. Just excellent. A combination of seeking the solution to a problem from the consumer, and then involving the consumer in the voting process
  • Each week the twenty five most interesting entries will be posted for public discussion. This really will generate ongoing interest in the competition

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The ingredients for success (no pun intended) of this promotion are certainly there – Open Innovation, financial reward, clever marketing, ongoing excitement, crowd sourcing in the voting process – and even a pilot trial of the top four contenders.

I will certainly be watching the outcomes from this promotion with great interest.

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1 Comment

Filed under Innovation, Open Innovation

One response to “Smith’s Chips introduces Open Innovation Competition for “the next great flavour”

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