Doritos Brand Chief Says, "Get real," Reveals Next Move

By March 20, 2007

Jason McDonell, director of marketing for Frito-Lay’s Doritos brand says marketers need to “get real” and acknowledge that marketing isn’t merely advertising and communication. Addressing a crowd at OMMA Hollywood on Monday he said its about “building a relationship with consumers.” To me (one that is immersed in new marketing and awash in all the hype) his statement is nothing new.

Then why am I taking about it? Well he did have some good insights into his consumers and you may want to know how the company is going to follow up the the Doritos “Crash the Super Bowl” contest. The contest invited consumers to create an ad that would air on the Super Bowl. With more than 1,000 entries, five finalists were chosen and consumers viewed and voted for their favorite ad online.

Doritos learned:

  • Its target consumer (16 to 24-year olds) embrace self-expression and independence
  • They long for what he called “belongingness”–the desire to belong to something
  • They live a “hyperlife” –life on a multitasking, 24/7 basis
  • Likes creative control and evidence of its own creative DNA (it wants a stage to perform on)
  • Craves authenticity, reality, and relevance.
  • These consumer insights were used to establish the foundation for Doritos’ consumer-generated Super Bowl challenge.
  • The Doritos challenge attracted 2 million visits to the contest microsite, 750,000 unique users and 2 million total video views

What’s next? A new online contest has been launched by Doritos. Consumers are asked to vote on two new flavors–Smokin’ Cheddar BBQ and Wild White Nacho. No word yet if there will be another contest for consumers to create a campaign for the new flavor.

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