don’t share your doritos
LOVE THEM
AD TECHNIQUES
carlos AGUIRRE
BRAND INSIGHT DORITOS
Produced since 1966 by the American food company Frito Lay, a division of PepsiCo. The Doritos brand provides a snacking alternative to the potato chip and unflavored tortilla chip categories. Frito-Lay Company is the world leader in the salty snack category, controlling more than 35 percent of the world mareket in snack chips and 60 percent in the United States. Among the company’s well-know brands are five that generate annual sales of $1 billion each: Lay’s, Ruffles, Doritos, Tostitos, and Chee-tos. In addition, to its dominance of the potato chip, tortilla chip, and corn chip sectors, Frito-Lay has major brands in other categories, such as Rold Gold pretzels, Cracker Jack candy-coated popcorn, and Grandma’s cookies. About $4 billion of the company’s overall online sales are generated outside the States, with sales in 42 countries. Lay’s, Ruffles, and Chee-tos are among Frito-Lay’s major international brands.
DORITOS
in-brand competition
creative brief
CAMPAIGN I. PRODUCT FEATURES Thic Campaign features Doritos itself, emphasizing in the flavor that they have and how good they are. With this campaign Doritos promotes their already well-know brand into a tasty look. II. PRODUCT BENEFITS The main benefit is of course the pleasing experience that only Doritos can give to the audience with its tasty flavor. III. TARGET MARKET This campaign markets mainly to young millennial audiences, between 18 to 30 years old. Although the creative concept can be powerful enough to interact with a larger audience and make them engage with the brand. IV. MOST IMPORTANT THING ABOUT THE BRAND The brand as a whole is really important, its authenticity, flavor and creative approach. But of course the different creative concepts developed in this campaign are essential to promote the brand. V. RESPONSE TO THE CAMPAIGN The Target Market will engage with the brand, and identify themselves with it. And after all make purchases, which is the main objective of the campaign. VI. TONE OF THE CAMPAIGN Of course the campaign adopts a sense of humor, in a peculiar way that appeals to young audiences, but also with people who would appreciate good tasting snacks. This campaign talks to a broad audience; and the continuity presented makes the TM to be familiar with the brand, this facilitates engagement in different levels.
creative components TV SCRIPT
This Campaign features a 30 second video that promotes the Doritos brand in different selected media platforms. This will introduce the campaign itself, and the characters featured on it. VIDEO All the video is projected in old school black and white type of film.
AUDIO MUSIC: Classical Music in the background, and continues playing along the whole video.
Reveal of Doritos bag that is hold by a guy fully concentrated on eating his Doritos. Girlfriend shows in scene and starts flirting with him. Film cuts to black background with a super imposed with the text: “Hey honey, can I have a little kiss?” Guy doesn’t pay attention and keeps eating fully concentrated and GF insisting. Film cuts to black background with a super imposed with the text: “Hey stop eating, pay attention to me!” GF tries to get guys attention by reaching his hand. Film cuts to black background with a super imposed with the text: “Give you hand!” GF smells Doritos from his hand a tries to lick it, while guy looks weird to his GF. Film cuts to black background with the Doritos logo. GF fights against her boyfriend to reach the Doritos bag.
SFX: Doritos chip sound ANNC: Don’t share your Doritos. Love them.
creative components PRINT AD
The characters in this campaign will have continuity in order to establish engagement with our Target Market, and of course promote the brand. Here is the Print Ad.
ritos o d r u o y e r a h s t ’ n do M
LOVE THE
creative components
don
The campaign will show continuity with the fight established between the two characters, and will be advertised in strategic areas in order to be seen for a large audience. Here is the billboard.
LO’t sha VE re yo THur dor EMitos
BILLBOARD
creative components RADIO SPOT
Not only the characters in the campaign will be image of the brand, they will also be its voice. This radio ad will be distributed to specific DMAs where selected radio stations will reproduce this spot in order to engage with a larger audience.
Writer: Carlos Aguirre Date: 12/11/12 Client: Doritos Job: 30’’ second situation Title: My Doritos!! JACQUI: Give meee!! This is mine (yellling) ANDREW: No this is the last one! is mine! JACQUI: Shut up! I saw it first! ANDREW: You shut up! I’m not giving you anything. This Doritos bag is mine! JACQUI: Mine! mine! ANDREW: Mineeee! I said! JACQUI: mine! ANDREW: mine!! JACQUI & ANDREW: ahhh! (yelling) JACQUI: Mom! ANDREW: Shut up you are 24! your mom is not here! JACQUI: yeah, but your mom is! ANDREW: your mom... wait, what? JACQUI: busted!! Doritos are mine! ANDREW: ahhh!! I’m gonna kill you!! JACQUI: catch me if you can loser, I win! MUSIC STARTS ANNC: If you aren’t able to live with the mind-blowing flavor of Dori... ANDREW: (interrupts announcer) my Doritos! JACQUI: mine! JACQUI & ANDREW: mineee!! (yelling) ANNC: Shut up! (yelling louder) (Pause- Clear throat) Don’t share your Doritos. Love them.
creative components DIGITAL
This campaign will drive traffic to engage with social media websites. In addition, to maintain continuity, when consumers go to their favorite site they will be engaging with a pop-out ad that will feature the content familiar from other media, such as different TV spots as well as specific online content.
creative components
NON-TRADITIONAL & POP This Campaign specifically connects the non-traditional strategy with the POP, not only to maintain continuity but to make the customer engagement stronger.
The Non-Traditional strategy features Jacqui, one of the campaign characters, in a scavenger hunt in order to find the Doritos that Andrew (the second campaign character) hided from her. This strategy is going to be performed in areas with a large audience like subways and malls in specific DMAs. Jacqui carboard stands are going to be displayed all over the place generating buzz marketing between customers and brand.
And the POP strategy is connected to the Non-traditional, because the scavenger hunt will finish in the different points of purchase of the product. Jacqui will find Andrew in these markets, and this not only will create buzz marketing but also brings a lot of possibilities for the extension of the campaign with a social media approach and engagement with the audience.