In Spain Pepsico’s Lay’s chips not only have a rather surprising Jamon flavor but also a rather surprising Bolsa de Suerte promotion. The “good luck bag” campaign dreamed up by Tiempo BBDO consists of little scratch cards in each of their bags of chips. With them you can either win a free bag of chips or cash. Pepsico are giving away 3,000,000 free bags of chips.The campaign aims at letting people who have never won anything win something. Free chips for losers seems like a winning proposition.
In addition to the chips you can also win one of 25,000 cash prizes of 10, 20, 50 and 100 Euros. The small amounts and the sheer number of prizes makes this campaign feel very different from other “buy our stuff and win something” promotions.
Source: PSFK
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