US - Doritos, You Decide:After a successful promotion recruiting users to ‘crash the bowl’ and create the ad to be aired in the superbowl (650k views of the winning video alone), Doritos continue to position the consumer as a brand partner.
Fight for the Flavour, sees the consumer deciding which of their two new flavours, Smokin’ Cheddar BBQ and Wild White Nacho, is released.
“The idea of Doritos fans continuing to take control of the brand is what excites us about the ‘Fight for the Flavor’ campaign,” said Ann Mukherjee, vice president, marketing, Frito-Lay. “We want Doritos fans to continue to tell us what they want to see, from the advertising to our next flavor and beyond.”
Online audiences have been exposed to the communication through a boxing themed animated video, seeded through video viewing platforms and via purchasing the video home page slot on you tube.
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