With its unconventional varieties, the TERRA Chips brand stands for fun experimentation with flavours. To make the pleasure of creativity something our target group could experience for themselves, we made an online tool that enabled users to create their own flavour for chips. We gave them 100 different virtual ingredients, which they could combine in the amounts and permutations of their choice. The tool transformed each creation into a unique flavour image. Users could then vote online for the flavour they liked best. From all the flavours submitted, two were selected and produced for sales. The winners took a cut of the proceeds from sales.