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Doritos hits the 'play button'

DORITOS IS LAUNCHING A NEW BRAND PLATFORM 'MAKE YOUR PLAY', ENCOURAGING THE PEOPLE TO DEFY NORMS AND EXPRESS THEMSELVES

Doritos has returned to TV with a new campaign to encourage shoppers to approach life in a more playful, self-expressive way. Launched yesterday for 12 weeks, the ‘Make Your Play’ brand platform is Doritos’ biggest above the line campaign in the last five years.

The campaign centres on a reimagined perspective on the triangle Doritos chip, turning it into a play symbol that can inspire people to express themselves in a creative, fun way.

Clafoutie Sintive, Marketing Director Snacks at PepsiCo, comments: “Young adults aged 18-30yrs are torn between who they should be and who they want to be. We’re taking our approach to self-expression to the next level with our latest Doritos campaign, supporting people to become who they want to be. We know that by changing your perspective on how you see the world, you can achieve anything you put your mind to, no matter what the conventional norms are. Before we only saw our signature triangle tortilla chip, we now also see a play button that can encourage consumers to approach life in a creative playful way.”

Sintive continues: “We know just how popular our Doritos products are with consumers but we remain committed to bringing excitement to the savoury snacks category. Whether that’s through stand-out campaigns or bold flavours, we know that new news is crucial to bringing in younger shoppers. We can’t wait for the new multimedia campaign across TV, digital and OOH to go live and we are confident that it will really spark another step-change in appealing to young adults aged 18-30yrs, coupled with our bold flavour choices that we know they love. We want to encourage consumers to step up to the plate, and make their play in their own unique way.”

Doritos STAX 170g-180g flavours (RSP: £2.50)

Mexican Chilli Salsa

Sour Cream & Onion

Ultimate Cheese

Flamin’ Chicken Wings

Doritos 180g flavours

Mexican cool original

Chilli heatwave

Tangy cheese

Flame grilled steak

Flaming hot

Doritos Dippers 230g

Mightly salted

YOPLAIT

Yoplait urges kids to create gold moments

YOPLAIT KIDS HAS RECRUITED A LINE-UP OF TEAM GB AMBASSADORS TO FRONT A NEW ON-PACK PROMO

Yoplait Kids, owner of the Petits Filous, Frubes and Wildlife brands, has unveiled a new on-pack promo and announced a line-up of Team GB ambassadors as part of its ‘Moments of Gold’ campaign. The £2.4m campaign will encourage families to be active together and create ‘moments of gold’, nourished by the nutrition and goodness of Yoplait yogurts in what will be its biggest ever UK partnership.

Ahead of the Tokyo 2020 Olympic Games, Yoplait has signed six Team GB ambassadors across a range of Olympic sports, with three of these sports making their debut in the Games.

Inspiring families to get involved, each ambassador is taking part in the ‘Moments of Gold’ campaign, some alongside their own children, by participating in fun sporting style challenges as part of video led social media content.

Rolling out this week, the on-pack promo forms part of Yoplait’s three-year partnership with Team GB as the Official Yogurt Partner. Prizes consist of money-can’t-buy experiences, including the chance for a VIP meet and greet with either Helen Glover or Shauna Coxsey. There will also be thousands of runner-up prizes such as vouchers for kids bikes and Team GB merchandise.

Capitalising on the summer of sport, the seven-figure investment includes new TV ads for both Frubes and Petit Filous that will promote the partnership and on-pack competition, as well as in-store activation and a social media campaign.

The social media campaign will see the Tambassadors and a variety of micro-influencers take part in interactive (at-home) garden games whilst encouraging their followers to get involved and enter the ‘Moments of Gold’ on-pack competition.

Moments of Gold: Team GB ambassadors

Double Olympic Champion, Helen Glover (Rowing)

Two-time overall bouldering World Champion, Shauna Coxsey (Sport Climbing)

Team GB’s youngest summer Olympian Sky Brown (Skateboarding)

Reigning World Champion Jordan Thomas (Karateka)

Rio 2016 medallist Chris Langridge (Badminton)

Head Men’s Tennis Coach Leon Smith

JET

Jet reprises 'Keep on Moving' TV ad

FUEL BRAND JET IS RESURRECTING ITS KEEP ON MOVING TV CAMPAIGN IN TIME FOR THE SUMMER OF SPORT

Leading fuel brand JET has brought its acclaimed ‘Keep on Moving’ TV campaign back for a second airing to coincide with the nation opening up again and ahead of a summer of exceptional sport.

Featuring a man ‘driving’ a grand piano through the countryside while singing Joe Jackson’s iconic 80’s hit ‘Steppin’ Out’, the TV spot last aired in September 2020.

The second run will focus on new territories including Yorkshire, East of England and the North West and will also feature nationally on SkySports cricket England vs New Zealand Test Matches.

Commenting on the decision to re-run the campaign, Áine Corkery, Brand Manager for Phillips 66, says: “The campaign landed so strongly with both our JET dealers and consumers first time around that making the decision to bring it back this year was an easy one.

“It’s an ad that celebrates the joy of driving and the open road and it captures our ‘driver-first’ ethos perfectly.”

The ‘Keep on Moving’ campaign launched on Thursday on Sky and Virgin Media and will run until 4 July.

Foiled again

Imperial has upgraded the packaging on some of its Embassy Signature Gold and New Crush variants with several new features including a resealable foil tab, ensuring the last cigarette in the pack is just as fresh as the first. RSPs: £9.50 / £47.50

Back in black

Greenall’s has added a Black Cherry Gin to its flavoured gin range. The new flavour was based on consumer research and is made using natural black cherries and, unlike many other flavoured gins, without the addition of sugar or sweeteners. RSP: £15

Legoland promo

CCEP is bringing back its ‘Kids Go Free’ on-pack promo for Capri-Sun, which gives families free child entry with a paying adult to Legoland Windsor Resort, worth £29. Running until 30 August, unique QR codes will feature on five million promotional packs.

Bowled over

Retailers have a chance to win a VIP experience for eight at the Hundred cricket tournament by buying six of eight featured KP brands at Bestway. The prize includes tickets to the final, executive box access, hospitality, travel and accommodation.

Max lime

Pepsi MAX is adding Lime to its portfolio this summer. It will be available early this month as a Tesco Group exclusive before rolling out further in late August. The new flavour will be available in 2L and 1.25L bottles, as well as in 8 and 24 x multipack cans.

Malbec mover

Pernod Ricard UK is extending the launch of its new Argentinian wine brand, Rutas de Cafayate, into the impulse channel with an “approachable and smooth Malbec”, to capitalise on the surge in popularity of Argentinian wine. RSP: £8.50