For those who are not yet familiar with the most daring brand in PepsiCo’s Salty Snacks portfolio, Doritos is that name present every year in the famous advertising breaks within the American Superbowl, with memorable productions both as a budget and as a script.
Doritos’ presence on the Romanian market is marked in 2018 by the national launch of the portfolio, a mix of BOLD flavors with a packaging highlighted on the shelf through a distinct, logo-centric design. This repositioning was supported by a mix of exclusively digital channels, where we find the target audience, generation Z, permeable to the “core” values of the brand “Doritos helps release your inner bold”, as well as in-store activations with national coverage .
If so far the media has focused entirely on communication in the largest digital platforms, the summer of 2020 brings for Doritos two premieres in the communication mix: the first TV campaign with an international spot, a maturity test for the local market of a multicultural brand with a history of over 60 years, as well as the first gaming experience for consumers.
“The Best Summer Job campaign of 2020 highlights that almost experimental impulse, which marks the moment of consumption, # 3DoritosLater and follows exactly the values that underlie brand-specific communication. Moreover, I dared to experiment in Digital, jumping a few steps to enter a familiar territory Doritos and in full expansion, mobile gaming.
So, in partnership with Gameloft, we designed a mobile game-playable-ad that offers consumers both the experience of a real urban driver, an idea taken from the script of the TV spot, and advantages in the initial game, by earning bonuses from interacting with Doritos mini-game. This “consumer journey” aims to expand brand communication in a vast territory, offering to which Doritos is perfectly adapted: “The heroes we all hope to one day be. Not super, just BOLD ”.
Mircea Ciobotaru (Brand Manager Doritos)
The transition from TV to Digital of a bold script was a challenge for the teams involved in the project, both creatively and executively. The result being an impactful one, it manages to coherently integrate branding elements such as logo, call to action, icon flavors, even 2 of the characters from the spot. At the functional level, the “gamer” who will go through the Doritos mini-game will receive bonuses related to the game he previously played, the motivational component based on the rewards being an integral part of the interaction with the brand.
Believe it or not, almost everyone is to some extent a “gamer”, whether we are talking about mobile games, games on consoles or on PC / laptop. Therefore, taking into account the very high affinity of the brand with this territory, as well as Due to the accelerated growth of mobile game users, we decided to “gamify” the story from the international spot “.
Vlad Vladescu (Digital Marketing Manager Snacks & Sr BM Doritos)
Thus, from September until November, Doritos played the games and was relentless! The first DORITOS gaming experience offered the opportunity for the most powerful tortilla chips brand in the world to assert itself in a expanding territory such as mobile gaming. The results were remarkable, far exceeding all indicators in the field: it had the highest engagement rate of a mini-game in Romania so far (in the Gameloft recipe), being over 90% above the benchmark and 3 times more users than the media who accessed the game.
Since the relaunch in 2018, Doritos is the absolute leader of the tortilla chips market, reaching in November 2020 a market share of over 58% in the OT channel (according to Retail Audit Nielsen).
The teams involved in the campaign:
The PepsiCo team
Eliza Calciu-Serban: East Balkans Snacks Marketing Activation Manager
Vlad Vladescu: Digital Marketing Manager Snacks & Doritos Senior Brand Manager
Mircea Ciobotaru: Doritos Brand Manager
The OMD team
Carmen Privache – Media Director
Alex Zamfir – Media Manager
Mihnea Pretorian – Digital Director
Dana Constantin – Digital Manager
Gabriela Grosu – Media Manager
Creative Director: Predu [Adrian Preda]
Head of Art: Paul Nedelcu
Art Directors: Lavinia Plohod, Ioan Olteanu
Copywriters: Adrian Dragan, Iarina Comanescu, Marian Oprea
Strategy: Dan Șendroiu, Adriana Vasile
Head of Digital: You Andrei
Digital Account Manager: Andra Nicolescu
Social Media Managers: Georgiana Hluscu, Miruna Ene
Account Director: Anca Bădescu
Account Executive: Cristina Olaru
The Gameloft team
Laura Nastase – Junior Sales Executive Romania
Source: IQads by www.iqads.ro.
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