Be Your Own Bold
Meet the Crew
Seth Gillitzer Amanda Koontz Buck Mayden Juan Paiz Jackie Phommahaxay Audrey Roberson
Be Your Own Bold “Be Your Own Bold” is the proposed campaign creative theme, highlighting Cool Ranch, Nacho Cheese and Salsa Verde Doritos chip products. This campaign plays off the current “For The Bold” Doritos advertising messaging and campaign and personifies each Doritos flavor. Experiencing each flavor gives the consumer a boost of a new personality –You can be your own bold through Doritos.
IMC Creative Brief Product: Doritos Cool Ranch, Nacho Cheese, Salsa Verde Who: U.S Multicultural Millennial Doritos Lovers will be targeted in this campaign. 19-35, males and females living in urban areas. These Lovers are social and share eating experiences with their friends and family. They aren't that health conscious and love to splurge on food that exhilarates their taste buds. What: This campaign highlights that each Doritos flavor has its own persona and kick. Consumers can actually feel Doritos’ flavor. Why: Doritos is already top-of-mind in its market segment. “Be Your Own Bold” is a way consumers can connect with Cool Ranch, Nacho Cheese and Salsa Verde flavors. How: The existing “For the Bold” campaign takes a new chapter in “Be Your Own Bold”, personified by a multicultural millennial who has various life experiences through Doritos. Use: Humorous spin, stereotyping the Doritos flavor, but do not stereotype the Doritos personified character Take-Away: You can be your own bold through Doritos’ flavors.
:30 Video Spot
This single video spot will be placed on multiple platforms including traditional nationally broadcast television, sponsored video on social media and Doritos’ existing social media platforms.
Video Spot
:45 Online Radio Spot
This single radio spot will be placed on online radio stations including Spotify, Pandora and iTunes radio. In addition it will be broadcast on national syndicated traditional radio with our target market demographics.
You Have a Bold Party Playlist.
OOH Billboard
OOH bulletin boards will be placed in urban DMA’s across the United States in sequential series of three so traffic is exposed to all three creative pieces.
Print Magazine Ad
Full page print ads will be placed in target market magazines including scented paper.
P.O.PMotion Activated Sound
Motion activated sensors emit sound in strategic grocery aisle end-cap store locations. Sensors will be placed near product areas that pair well with Doritos product such as the carbonated beverage drink aisle, near Pepsico drink products.
DigitalBuzzFeed Promoted Quiz
A branded Doritos BuzzFeed quiz will be developed. Questions are based off of personality responses and results will be crafted on created character representations of flavors. After the quiz is finished and shared, quiz takers receive a coupon discount for Doritos product.
Quiz Copy 1. What is your idea of a romantic date?
6. What’s your favorite accessory?
a. Snuggle while watching Netflix
a. Your genuine smile
b. Go out to the club and get turnt
b. Your chains and studs
c. Bailar under the moon after a candle lit dinner overlooking the ocean
c. Your Dolce and Gabanna “Le Bateleur” Cologne
2. What kind of music do you listen to? a. 80’s love ballads b. Hip hop, R&B, EDM c. Tejano, live dance music 3. Your friends describe you as… a. Sweet and friendly b. The illest on the block c. Charismatic and full of bravado 4. How do you spend your free time? a. Reading Nicholas Sparks books b. Skateboarding, dancing, freestyle rap c. Dressing up, making sure hair is on point, shoes are shiny, and your look is impeccable 5. What makes you the saddest? a. ASPCA commercials b. When someone harshes your mellow c. Losing a chance at love
7. What’s your favorite drink? a. A caramel latte b. Pepsi, never coke c. A glass of Da Vinci Pinot Grigio 8. What’s your favorite movie? a. A Walk to Remember b. ATL c. Casablanca 9. How do you approach someone you’re interested in? a. Give ‘em your best pick up line b. Show off your moves c. Sweep them of their feet 10. What is one skill that you have mastered? a. Know the rap bridge to TLC’s Waterfall b. Doing a full ollie on a pipe c. Can dance the Flamenco
Quiz Copy 1. What is your idea of a romantic date?
6. What’s your favorite accessory?
a. Snuggle while watching Netflix
a. Your genuine smile
b. Go out to the club and get turnt
b. Your chains and studs
c. Bailar under the moon after a candle lit dinner overlooking the ocean
c. Your Dolce and Gabanna “Le Bateleur” Cologne
2. What kind of music do you listen to? a. 80’s love ballads b. Hip hop, R&B, EDM c. Tejano, live dance music 3. Your friends describe you as… a. Sweet and friendly b. The illest on the block c. Charismatic and full of bravado 4. How do you spend your free time? a. Reading Nicholas Sparks books b. Skateboarding, dancing, freestyle rap c. Dressing up, making sure hair is on point, shoes are shiny, and your look is impeccable 5. What makes you the saddest? a. ASPCA commercials b. When someone harshes your mellow c. Losing a chance at love
7. What’s your favorite drink? a. A caramel latte b. Pepsi, never coke c. A glass of Da Vinci Pinot Grigio 8. What’s your favorite movie? a. A Walk to Remember b. ATL c. Casablanca 9. How do you approach someone you’re interested in? a. Give ‘em your best pick up line b. Show off your moves c. Sweep them of their feet 10. What is one skill that you have mastered? a. Know the rap bridge to TLC’s Waterfall b. Doing a full ollie on a pipe c. Can dance the Flamenco
NonTraditional Snapchat Stories
Doritos paid placement in Snapchat stories will be embedded in live USG streams. There will be a series of three splash takeovers featuring the three Doritos flavors.
Be Your Own Bold