The 2009-2010 Dorito's Advertising Campaign
The 2009-2010 Doritos advertising campaign was one of the most liked commercials during the Super Bowl. For this advertising campaign, I explored, explained, analyzed and critiqued the “House Rules” Doritos commercial. This 30-second commercial cost Frito-Lay approximately 3 million dollars to air during the Super Bowl. This campaign was very successful in increasing the sales of their product. Frito-Lay is the proud owner of several different snacks such as Lays, Doritos, Cheetos, Tostitos, Ruffles and many more. Frito-Lay first started in the 1930s by Elmer Doolin in San Antonio, Texas with the first making of Fritos corn chips. According to Funding Universe, Frito-Lay is the world leader for salty snacks, as they control more than 35%
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The brand launched “Crash the Super Bowl” in 2006, which is a contest that invited people to create and post their own 30-second Doritos ads. The most popular ad would be aired during the Super Bowl and could win $25,000 for a finalist or $1 million if ranked top 3 on USA today Ad Meter, according to Fastcocreate.com. Chief Marketing Officer, Ann Mukherjee discussed in the article “5 Lessons In Participatory Marketing From Doritos’ ‘Crash The Super Bowl’ And CMO Ann Mukherjee”, that the sales grew. She also talks about the five most important strategies for promoting. The first strategy, “Trust the consumer” is the most important and giving the audience freedom. Using the second strategy, “Grow with your market”, Doritos has created thousands of fans as its company has expanded. The third strategy, “It’s all part of a broad strategy, not the strategy itself” allows Doritos include the consumer into their marketing campaigns. Doritos uses the fourth strategy; “Don’t forget about ad agencies” by uses their agency Goodby Silverstein & Partners to assist with a campaign idea. Fifth marketing strategy, “Consumers become ambassadors”, is demonstrated when Doritos tracks three groups of contenders: the makers, the lovers, and the watchers. Doritos will pick one group, who will become ambassadors for Doritos. (David D.
The brand launched “Crash the Super Bowl” in 2006, which is a contest that invited people to create and post their own 30-second Doritos ads. The most popular ad would be aired during the Super Bowl and could win $25,000 for a finalist or $1 million if ranked top 3 on USA today Ad Meter, according to Fastcocreate.com. Chief Marketing Officer, Ann Mukherjee discussed in the article “5 Lessons In Participatory Marketing From Doritos’ ‘Crash The Super Bowl’ And CMO Ann Mukherjee”, that the sales grew. She also talks about the five most important strategies for promoting. The first strategy, “Trust the consumer” is the most important and giving the audience freedom. Using the second strategy, “Grow with your market”, Doritos has created thousands of fans as its company has expanded. The third strategy, “It’s all part of a broad strategy, not the strategy itself” allows Doritos include the consumer into their marketing campaigns. Doritos uses the fourth strategy; “Don’t forget about ad agencies” by uses their agency Goodby Silverstein & Partners to assist with a campaign idea. Fifth marketing strategy, “Consumers become ambassadors”, is demonstrated when Doritos tracks three groups of contenders: the makers, the lovers, and the watchers. Doritos will pick one group, who will become ambassadors for Doritos. (David D.