Doritos Campaign Goes Up in Flames
March 13, 2013 | Kristin Laird | Comments
The national effort from BBDO, Proximity and OMD Canada launches March 25 and includes radio, television, sponsorship, social media, online ads and a microsite.
The Inferno flavour is a “nice balance between heat, cheese and spice,” says Susan Irving, director of marketing at PepsiCo Foods Canada, which is why the campaign creative uses flame imagery and copy that focuses on the chip’s “wicked awesome heat.”
Consumers who visit the microsite, for instance, can type a message into an interactive panel and watch it ignite into flames. The message can be shared across the visitor’s social media network.
The campaign also includes interactive banner ads that allow users to click on a Doritos chip and drag it across the screen to create a trail of fire. The Proximity team shot footage of real flames to make the experience as authentic as possible, explained Irving.
“What we’ve really done is thought about the target and what they like to see and leveraged new technology on mediums they currently use so we can interact with them,” she said.
Doritos Inferno is only sold in one other market – Mexico. After a successful test run in Canada last year, the company decided to make it a permanent edition to its flavour lineup, said Irving.
Pepsico recently announced it was updating the Doritos packaging and logo in the 37 markets in which the brand is sold.
Doritos Inferno is the first label in Canada to launch with the new look, which will roll out across the entire brand portfolio in the coming months, said Irving.