doritos “rhetoric” campaign
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Doritos “Rhetoric” Campaign. Sheena Palmer & Patrick Hoar. Media Objective. To communicate Doritos intangible product attributes that will reveal they are more than just a snack. History. Launched over 40 years ago Third most popular food brand “New beat in things to eat” - PowerPoint PPT PresentationTRANSCRIPT
Doritos “Rhetoric” Campaign
Sheena Palmer & Patrick Hoar
Media Objective
To communicate Doritos intangible product attributes that will reveal they
are more than just a snack
History• Launched over 40 years ago• Third most popular food brand• “New beat in things to eat”• Found in 50 percent of American households
Competitors
Target• Men & Women• Ages 18-35• College partiers and studiers• Moms with “snack time” and family gatherings• Fun, full of life, festive, and faithful
Our MessageDoritos offers a unique product with a
unique personality
• So we gave it one…
Our MessageWelcome Doritos into Your Reality• Continuity
• Visual • Verbal• Aural• Attitudinal
Conveying Our Message• 2 Magazine Advertisements• 2 Outdoor Advertisements• 1 TV Commercial• Promotional Repackaging
About the Ads• Multi-dimensional outdoor ads• More interactive• “Slice of Life” • Humorous, charismatic, connective tone
Welcome Doritos into Your Reality