Doritos Promo, Case study GUESS THE MYSTERY FLAVOUR by OMD Dubai

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market United Arab Emirates
Agency OMD Dubai
Released May 2009

Credits & Description

Category: Best Use of Integrated Media
Date of First Appearance: May 21 2009 12:00AM
Entrant Company: OMD , Dubai, UNITED ARAB EMIRATES
Media Manager: Mohammad Mannaa (OMD)
Media placement: TV Spot Buys - Top Pan Arab Stations - 21/05/2009
Media placement: Online - Portals - Websire - Social Media - 21/05/2009
Media placement: Outdoor - Megacoms - Giganto - Mupi Malls - 21/05/2009
Media placement: Mobile - Mobily Subscribers - 21/05/2009

Results and Effectiveness
In one week, over 130,000 visitors to the website, generating 35,000 votes and making 3,000 suggestions. Social Media conversations resulted in 156 threads about the mystery, worth $42,000 of free media. We also reached 5m youth in KSA through the first-ever Mobile network roadblock. Doritos' total brand awareness leaped from 60% to 90%, while ‘Hot Salsa’ rocketed from 0% to 55%. This quickly converted into sales, shifting 500 tons (100 ton monthly increase – growing the category by 1%) and clearing stocks in some parts of KSA. Finally, 3-in-4 young consumers now associate Doritos as being a ‘youth brand’.

Creative Execution
Saudi youth are increasingly digitised and tend to be more receptive to advertising that is entertaining. We wanted to leverage this insight by putting the consumer in the middle of the story rather than just advertise to them. The story: Doritos has a great new flavour – be part of the mystery and guess what that flavour is. For the teaser campaign we utilised a number of channels to create excitement around the new flavour (TV, multiple outdoor formats, mobile and online) – all highlighting the distinctive black packaging featuring a mysterious question mark. All channels led to the Doritos website – the place where the consumer could guess the mystery flavour. Once consumer involvement had reached its peak we then rolled out the revealer phase. For this we simply used the same channels as before, all at the same time to reveal the mystery flavour – new Hot Salsa.

Insights, Strategy & the Idea
Since its launch in 2007, Doritos has dominated the tortilla chip market with sales of 400 tons per month. In just three years they have managed to capture 9% of the total salty snack market. Historically, communication has focused on the functional attributes and benefits of the products. With two successful years under the belt Doritos wanted to move the brand forward by communicating the ‘emotional benefits’ - positioning the brand as a positive interruption of the ordinary and stimulating fun. With this in mind, our challenge was to grow market share in the category by launching a new flavour. Media had to drive trial of the new flavour amongst young consumers and build Doritos as a youth brand. The idea was to launch new Doritos with an air of mystery and curiosity that a youth target audience could relate to by encouraging them to ‘Guess the Flavour’!