Doritos marketing

It started in September when Frito-Lay decided that its popular Doritos brand would not air the standard agency-made ads during the next Super Bowl. At the time, consumer-generated advertising was all the rage among marketers, but was most often an ill-considered me-too move.

Doritos marketing

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.

Doritos marketing

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. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that Doritos marketing larger and more strongly seasoned".

The new design gave each chip rounded corners, making it easier to eat and reducing the scrap resulting from broken corners.

Doritos marketing

Each chip was also given more seasoning, resulting in a stronger flavor. The redesigned chips were released in four flavors beginning in January The same year, the Doritos brand began complying with U. Food and Drug Administration labeling regulations, four years before the regulations became mandatory.

According to him, the shape and rigidity of the chips made them inherently dangerous. The Pennsylvania Supreme Court later ruled that the study did not meet scientific standards and could not be presented as evidence.

To increase sales inthe company launched several new flavors, a new label, and more bilingual advertising. Frito-Lay vice president Joe Ennen Doritos marketing this as "the most significant rebranding and relaunch in Doritos' year history. Other ingredients vary across the flavored chip varieties.

Doritos made for the US market generally do not use pork-derived animal rennet in the making of the cheese flavorings used on the chip. They launched nationally in the United States in[5] with only one flavor: Frito-Lay therefore developed taco-flavored Doritos, which also became successful after they were introduced nationally in A Sesame seed flavored chip was also available for a short time in the late s.

In the s, in partnership with parent company PepsiCo's fast food brands, two new flavors of Doritos were introduced, Taco Bell 's Taco Supreme incorporating a "beef" flavoring that was quite different from the original s "Taco" incarnation and Pizza Hut 's Pizza Cravers.

After PepsiCo spun off its restaurant division inthe flavors were simply renamed taco and pizza, respectively, with the pizza flavor discontinued in some markets. At around the same time, due to the popularity of Frito-Lay's Tostitos brand the unflavored Toasted Corn was briefly discontinued, then brought back.

How Doritos Turned User-Generated Content Into the Biggest Super Bowl Campaign of the Year

This flavor was later discontinued. InChester's Cheese Doritos were available for a limited time. This flavor introduced the familiar Cheetos flavor cheese on the typical Doritos tortilla chip.

For a brief period inDoritos introduced new shape and form called "Rollitos", which were corn chips shaped into small tubes, like a regular triangular Dorito was "rolled" up. Inthis idea was reintroduced and rebranded as "Dinamitas", or little sticks of dynamite.

There are two varieties, a chili lime combo, and the Mojo Criollo Creole magica lemon-lime and garlic flavored rolled Doritos. Dinamitas differs slightly in style than Rollitos.

Rollitos had the chips baked, the tube formed with an oil-submersible box press to fry.


Currently it is rolled into a tube before the baking and frying, a much simpler process. The only flavor identification on these chips was "All American Classic". The clam chowder bag. Reincarnations and relaunches of taco-flavored Doritos, including the "Back By Popular Demand" campaign, were different from the original taco flavor A sour cream flavor had been added to the recipe around The taco chips included in the Zesty Taco and Chipotle Ranch "Collisions" bags were thought by customers to be closer to the original, but were later discontinued in most of the United States.

The mystery flavor was Mountain Dew. This year also saw the original Taco flavor of Doritos revived in the original packaging design. In the spring ofa Tapatio hot sauce flavor was released. In FebruaryDoritos Canada ran a competition to write the end of a commercial for two new flavors "Onion Rings n' Ketchup" and "Blazin' Buffalo and Ranch"and to vote for which of the two flavors would be taken off shelves when the contest ended.

Onion Rings n' Ketchup received the most votes and remained on sale. While all chips appeared to look the same on the outside, one out of every six chips would be extra spicy. According to Thomas L.

The pair were discussing change and the ad ended with viewers aware that the change they referred to was not political, but rather a new packaging for Doritos. The ad generated a great deal of publicity before it ever ran and much discussion afterward.

The governors later parodied their ad; when they were interviewed on the CBS news program 60 Minutesthe two were often seen eating Doritos. In the ad, filmed in a Laundromat, she plays a sexy customer who catches Doritos chips in her mouth as they come flying helter-skelter.It is said that corporate response showed little enthusiasm to the tortilla chip idea, but more marketing research led to the Doritos release.

To coincide with the 50th anniversary of Taco Bell, Doritos and Taco Bell partnered to form the Doritos Locos Tacos, introduced on March 8, . Doritos Company Overview PepsiCo’s mission statement states, “Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages.

Transcript of Doritos IMC Presentation. Situation Analysis Doritos, which translated means "little bits of gold," The name was a translation of Oro/ dorado meaning gold or gilded and the diminutive Ito for small SWOT Strengths Strong market presence Exceptional Marketing Mix Unique taste Weakness Often perceived as unhealthy Ads don’t.

When Doritos first targeted millennials with Crash in for the Super Bowl, the media landscape was much different. According to Frito-Lay marketing vp Jeannie Cho, Bold 50 will allow customers to "put their personal stamp on the brand," which also happens to be turning 50 this year.

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DORITOS® For the BOLD. Buy now or find in store if you're up for the challenge.

Doritos - Wikipedia