Doritos: “Snack Strong”

Charnelle Yap &

Sean Leahy

A Look at Doritos

• “Dorito” means “Little Gold” in Spanish• Launched in 1964, Doritos has undergone

many brand transformations:

Original Logo 1980’s-1995

1995-2003 2003-2006 2006-Present

A New Vision For Doritos:“Snack Strong”

• March 6, 2006: Goodby Silverstein & Partners took over the advertising account

• Recreated Doritos into an interactive entertainment company with the “Snack Strong” campaign launched in 2007

• “No one craves advertising, especially teens. But they do seek entertainment.”

• Their new approach was dubbed “co-consumer creative” advertising

Co-consumer Creative Advertising: “Crash the Superbowl”

• Crash the Superbowl campaign was launched in 2007– Doritos challenged their consumers to create

advertisements, the voter-picked finalists are aired during the Superbowl

• In just its second year, the “Crash the Superbowl” campaign led to a 12.8% increase in sales for Doritos products

• 16% increase for 2009

• Crash the Superbowl 2011– Top 5 finalists each get $25,000– Top 3 will air during Superbowl– 1st Place on USA Today Ad Meter: $1M– 2nd Place: $600,000– 3rd Place: $400,000– If they sweep top 3, each receives additional $1M

Co-consumer Creative Advertising: “Crash the Superbowl”

• Unlock Xbox Campaign– Launched in 2008, challenges contestants to

create a downloadable video game for Xbox Live– Finalists work with Microsoft developers to make

their visions come to life– First winner was “Dash of Destruction” released

in December 2008, and is the most downloaded Xbox game of all time (over 3M downloads)

Co-consumer Creative Advertising:“Unlock Xbox”

-Augmented Reality• Flash AR marker on Doritos Late Night chips at

webcam• Allows a 360-degree viewing environment exclusive

videos:• Blink 182 (2009)• Rihanna (2010)

-Interactive Music Videos

Co-consumer Creative Advertising: Doritos “Late Night”

Social Media

• Facebook & Twitter– Consumers can make requests• Flavor• Product packaging

– Provides links to sections on website

– Updates current Dorito events

Original Taco flavored DORITOS are back in it's vintage packaging!

What other flavors do you want us to bring back?

#blastfromthepast

DORITOS and LAY'S are sponsoring an art contest to celebrate Black

History Month and recognize artists in your community

www.celebratecommunityarts.com

3,000 Followers

1.5M “Likes”

•Media: TV & Web•Media Strategy: maintaining consumer involvement through interactive activities online•Crash the Superbowl•Late Night•Unlocking Xbox

•Reach: Superbowl & Dorito’s worldwide online audiences•Frequency: consumers’ website visits

Relation to Class

References

• http://www.goodbysilverstein.com • http://doritoslatenight.com/• http://snackstrongproductions.com/