DORITOS

Doritos ran Instagram and Facebook video ads in a campaign to boost awareness about the launch of a new flavor, which resulted in a 23-point lift in ad recall.

THE STORY
Evolving portfolio of snacks

Doritos is a US brand of tortilla chips produced since 1964 by Frito-Lay, a wholly owned subsidiary of PepsiCo. As a snack leader, Doritos is committed to providing greater variety and choice. Doritos tortilla chips are sold in many countries worldwide in assorted bold flavors.

23-point

lift in ad recall

25.3 million

people reached

To promote our new product launch, we chose to run video ads on the Instagram and Facebook platforms. We have a mobile-first mindset, and wanted to grab consumers’ attention quickly with ad creative that would amplify our brand message. We were really pleased to see that this campaign drove the business outcome we had hoped for.
LESLIE VESPER, SENIOR DIRECTOR OF MARKETING, DORITOS
THE GOAL
Boosting brand awareness

Doritos wanted to introduce snackers to its newest tortilla chip offering that has a hot bold flavor.

THE SOLUTION
Video ads bring the heat

To promote awareness about the launch of its newest product, Doritos Blaze, the snack company decided to run a video ad campaign on Instagram and Facebook.

Doritos—together with its creative agency, The Marketing Arm—kept mobile-first best practices in mind right from the start. They created quick-cut, short-form video assets, using up-front product placement to stand out in feed. Then, to illustrate the chip’s “epic heat and bold flavors,” the audio simultaneously combined a loud boom with a loud crunch.

The ad creative showed a Doritos Blaze bag falling onto a patch of snow, which then melted upon impact. The corresponding text overlay encouraged viewers to try the new chips by inviting them to “Make your taste buds sizzle with the intense flavor of new Doritos Blaze.”

Other ad creative showed the Doritos Blaze bag with either smoke or flames leaping behind it, with messaging emphasizing that this product has a “Bold new flavor that brings the heat” and to “Give your taste buds a wake-up call they won’t forget.”

Dorito’s media agency OMD recommended that the brand choose to use automatic placements which, in this campaign, automatically placed the campaign ads in either Instagram feed or Facebook News Feed, depending on which platform was most likely to drive campaign results at the lowest possible cost.

Doritos served the ads to US men and women aged 18–34, as well as to those with an interest in gaming, select energy drink brands and outdoor activities. Doritos determined the results of its February 19–April 15, 2018 campaign with a Facebook brand lift study, which revealed:

  • 23-point lift in ad recall

  • 25.3 million people reached

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