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