‘Lay's and Chipsy Join Forces to Launch Flavors Cup'

New campaign brings special flavors from around the world to the Middle East

Dubai, UAE, 10th April 2014– For the first time in their histories, Lay's and Chipsy are coming together to launch a truly regional campaign that will bring unique flavors and tastes from five far-reaching countries to consumers in the Arab world and give them the opportunity to vote for their favorite in a ‘Flavors Cup' contest.

As the first step of the Flavors Cup, Lay's and Chipsy have announced five mouthwatering new flavors to represent each country. The meat-loving spirit of Brazil is captured in ‘Barbeque'; The far-Eastern tastes of Japan come together in ‘Sweet and Sour'; the fiery passions of Mexico are embodied in ‘Chili con Carne'; Spain's love of tapas comes through in ‘Black Olives' and South Africa completes the line up with ‘South African Cheese'.

Visitors to the Lay's and Chipsy stand at the recent Taste of Dubai event were the first in the region to sample the new flavors and vote on their favorite. Out of over 9,000 packs of the new chips distributed, the current standings put ‘South African Cheese' just ahead of ‘Japanese Sweet and Sour' on 23% and 22% of the current vote respectively. ‘Brazilian Barbeque' has 20% while ‘Mexican Chili Con Carne' is at 18% and Spanish Olive at 17%, showing that the variety of new flavors appeals to all.

The new flavors are just the start as ‘”Flavors Cup” will bring a deeper view of the countries as consumers will get to experience a huge variety of tastes, flavors and even some special surprises from Brazil, Japan, Mexico, South Africa and Spain, countries many Arabs have not and might never have the opportunity to visit and explore themselves. As consumers sample and experience these unique tastes for themselves, they will have the power to ultimately choose the Arab world's favorite flavor from the five, through a series of exciting engagement platforms rolling out very soon.

The Flavors Cup's goal is to showcase these countries to regional consumers and provide a genuine flavor of their unique and exciting characteristics, from local cultures and customs, habits and places of interest, food and l as well as local snacking habits, so consumers can make an educated and insightful choice. 

Hossam Dabbous, Senior Marketing Director for Foods at PepsiCo, Middle East & Africa region said: “We are very proud to bring Lay's and Chipsy together and to announce our ‘Flavors Cup' campaign. This time around we are bringing flavors from as far away as Brazil and Japan to bring both the cultural flavor and tastes of these countries to the Middle East for the first time. We are very excited about how the campaign will roll out over the coming months and fans of Lay's and Chipsy are in for some big surprises!”

Bringing Chipsy and Lay's together for ‘Survival of the Tastiest' makes this campaign truly regional and brings the world to the Middle East. It is a key step to give every consumer in the region the chance to explore the unique characteristics of the five countries and their different flavors and cultures.