Warc, 24 April 2014
NEW YORK: Doritos, the snack foods brand, has built on the
success of its annual Super Bowl spots to create engagement with millennial
consumers throughout the year.
"We want to be more than just a brand that delivered
chuckles every February once a year to your Super Bowl party," Mike
Quintana, director/shopper strategy and insights at Frito-Lay North America,
told an audience at the recent Advertising Research Foundation's 2014 Re:Think
conference.
The brand's user-generated "Crash the Super Bowl"
commercials have been hugely successful, being among the most watched and, more
importantly, delivering some $250m in incremental sales over the past four
years.
But Quintana explained that the brand had to move beyond the
Super Bowl: "We needed communications that could … be useful throughout
the whole 12 months of the year to drive business for us." (For more,
including how Doritos improved its agency relationships, see Warc's exclusive
report: Doritos seeks "bold" brand continuity beyond Super Bowl
spots.)
Doritos' research found that being "bold" was a
theme that resonated strongly with the target demographic, but it was a very
particular kind of bold that was "unique among millennial males" said
Quintana.
"They have to identify themselves as individuals who
can stand out [in a crowd] so that they could fit in with the people that were
important to them," he added.
That meant embracing a degree of risk, whether standing up
to a teacher or asking a special girl out on a date. It was also something
their friends could see on Facebook, something they could retweet with hashtags
like #cantbelievehedidthat.
"It definitely was something that had purpose and
direction," Quintana stated.
"These little steps – these rites of passage – establish
who they are as people [and what they] understood bold to be," he said.
"We wanted to take that bold with a purpose, but not [being overly]
serious, and bring it into our brand communication."
Data sourced from Warc
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