15 March 2010

0 Doritos Crashes PR Week's Product Brand Development Campaign 2010

PR Week recently named the Doritos Crashes the Super Bowl as their Product Brand Development Campaign 2010.  This was a campaign that I absolutely loved. Year after year dorito has tapped into superbowl gold. After all who hasn't wanted to break into a vending machine, let alone with a snowglobe (thank you superbowl ad 2009). Throw a kid in a commercial slapping someone four times their size or turn a dorito into a chinese throwing star and your bound to make USA Today's Top Ads the next day. But the real genius isn't in the creative 30 second clips, but in the way Frito Lay has tapped into their consumer market.

We are a society that isn't content with just consuming or buying a product anymore. We want to interact, whether it's tweeting about it, letting all your FB friends in on it, blogging on it's merits or commenting on someone else's opinion. We love to get involved. Frito Lay tapped into that desire by allowing it's fans to get involved and let lose their creative juices, a concept that appealed directly to their consumer market. After all isn't one of our main goals with marketing to reach our consumer audience?    


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