Shoppers will have the chance to eliminate one of two new (200g, RRP: £1.99) flavours: Flavour ‘A’ (Sizzling Salsa) and Flavour ‘B’ (Ultimate Cheeseburger). The flavours are encased in opposing white and black packets for a bold visual effect. The most popular flavour will roll out into market later in the year.
In a twist to previous mechanics, a £20,000 prize is up for grabs in a competition that invites shoppers to come up with creative ideas to ‘eliminate’ their least preferred flavour. Entries can be submitted via Facebook, Twitter or at the promotion’s website, using the hashtag #DoritosA or #DoritosB for the flavour they want to eliminate.
As well as receiving the prize money, the winner will get to see his or her elimination idea brought to life in animated format at the end of the campaign. Consumers will also have the opportunity to interact with the campaign via bespoke digital content seeded across Doritos social channels throughout July and August, and with a dual trigger sponsored Snapchat lens, which will be available for 24 hours.
Andy Hawkswell, marketing manager, commented: “We are thrilled to be launching a new Doritos flavour campaign, a fun concept which ties in brilliantly with Doritos’ bold brand messaging. Experience tells us that customers will love the interactive aspect of the promotion and retailers will benefit from heightened interest in the brand. We’re really looking forward to seeing the nation’s creative elimination ideas and finding out which flavour will survive.”
Promotional packs are until early September, along with POS materials for retailers to help boost awareness and engage with shoppers in store.
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