Using surplus tortillas and taking the original idea from the traditional Mexican snack known as totopothe company-owned restaurant cut them up, fried them, and added basic seasoning, resembling the Mexican chilaquilesbut in this case being dry. Arch West was the vice president of marketing of Frito-Lay at the time, and noticed their popularity. He made a deal in with Alex Foods, the provider of many items for Casa de Fritos at Disneyland, and produced the chips for a short time regionally, before it was overwhelmed by the volume, and Frito-Lay moved the production in-house to its Tulsa plant.
Published on January 04, Doritos In earlyAndrew Robinson pitched a radical idea to the Doritos marketing team in a conference room at Frito-Lay's headquarters in Plano, Texas: What if the brand held a contest to give consumers -- not professional ad agencies -- a crack at creating a Super Bowl ad?
The idea felt risky, new and different, recalled Mr. Robinson, who championed the concept while at The Marketing Arm, an Omnicom-owned agency that at the time was mostly handling sports marketing for Frito-Lay.
But for some people in the room, outsourcing the biggest marketing move of the year to a bunch of amateurs was a bit too much to swallow, even for a brand that was looking for a bold idea to lure younger male consumers. Robinson, now the agency's president for consumer engagement.
Robinson and other advocates inside Frito-Lay did not give up. They kept pushing and pitched the contest again a few months later. Crash -- which is in its tenth and final year -- is widely seen as a groundbreaking program Doritos marketing put crowdsourced ads on the map and gave Doritos a sales boost.
While the 21 Crash ads that have aired Doritos marketing the past decade are far from sophisticated -- sight gags and pet tricks abound -- tortilla-munching Americans seem to love them. Ad-scoring firm Ace Metrix ranks Doritos No.
But "I think it's really proven and called into question the traditional agency model. It showed that great creative can come from anywhere.
It's basically this five-to six-month engagement program that we had with the consumer," said Mr. Krishnan, who has overseen Crash since Krishnan pointed to the generational shift in Doritos' core target from millennials to Gen Z, the label for the children of Gen Xers who are approaching their 20s.
When Doritos first targeted millennials with Crash in for the Super Bowl, the media landscape was much different. YouTube was in its infancy, Twitter was barely known, the iPhone had not been launched yet and MySpace was still popular.
By turning over its Super Bowl ad to amateurs, Doritos was providing a "stage for the consumers to shine," Mr. But Gen Z is "not waiting to be discovered," he said.
The role of the brand and the value that we add with this consumer has changed. Rather, the brand is dialing it up, but in a new format. A program launched late last year called "Legion of the Bold" holds clues as to where Frito-Lay is headed with Doritos.
The initiative involves asking the general public for creative ideas throughout the year on everything from Vine videos to banner ads. Consumers sign up via a website where they respond to frequent pitches. So far Doritos has signed up 5, users who have created pieces of content based on 21 creative briefs, Mr.
Winning entrants are paid based on the complexity of the brief, he said. This Vine below is one example: Advertising Age Player The program, if anything, is a reflection of the diminishing role of the second TV spot in the digital era. And in doing so, Doritos will once again bypass ad agencies, at least for creative ideas.
When the brand first took that approach with Crash, it caused a stir on Madison Avenue. You'd think that would irritate the agencies even more, but instead it somehow made crowdsourcing gradually more acceptable.
One reason that crowdsourcing is no longer as threatening to agencies is because shops still play a role, she said. Crash didn't happen "because consumers decided to do it.
This program happened because somebody had the idea, organized it, made it happen, provided the vehicles. Daboll pointed out that "we are still not seeing this abandoning of the traditional agency model. But you are seeing companies In the case of Crash, the cost of crowdsourcing a Super Bowl spot is about on par with securing an ad via an agency, according to a brand spokesman.
While Crash has been tweaked over the years, the general structure remains the same:Doritos has also gained notoriety for its marketing campaigns, including many ads aired during the Super Bowl.
History. The original product was made at the Casa de Fritos (now Rancho Del Zocalo) at Disneyland in Anaheim, California, during the early. Have a product question or comment? Contact Frito-Lay Consumer Relations online or via phone. Doritos marketing strategy for Super Bowl Sunday is a huge engagement booster.
Learn why their marketing strategy dominates the Super Bowl. Playing on Doritos’ “For the Bold” tagline, most of this year’s finalists focus on just how desirable Doritos are—bold, but not dangerous.
In one particularly odd ad, Doritos make a fish jump out of a pond to steal the bag of chips right under the nose of a fisherman. In another, “Doritos!” is a baby’s first word.
Doritos is incorporating this idea into a new marketing push, designed to entice consumers, that features three new “hidden” chip flavors. Known for its variety of flavored tortilla chips, the brand has created a campaign to promote their “Jacked” chips, which were released in , according to a press release.
OBJECTIVE Stimulate action OBJECTIVE Stimulate Action Marketing Management Toreva Packard, Jon Dahlin, Mark Taylor, Aros Mackey, James Jones, Sara Wormell International Influence Remind customers about the brand and stimulate them to action, in order to increase the frequency of return customer.