Lays Pakistan recently introduced re-sealable packaging for its large-sized packs. To promote this, the company launched a contest called the ‘Flip Challenge’. The contest invited consumers to upload a video of them eating the chips and then resealing the pack as fast as possible. For the BTL activation, Lays visited various colleges in Karachi, Lahore and Islamabad and invited students to take part in the contest. “The idea of the flip challenge was to generate excitement around the re-sealable concept (which is new in Pakistan) by engaging consumers in a fun competition,” says Beenish Hussain, Marketing Manager, Pepsico Pakistan. A site was also created where consumers could record and directly upload their videos. “Lays is a brand that is fun, bright and enjoyed widely by people of all ages. The Flip Challenge is a cool way for consumers to engage with the product,” Hussain adds.