PepsiCo and Britvic have joined together for their first-ever UK cross-brand promotion. The Fire and Ice campaign sees the launch of spicy jalapeno fire- flavoured Doritos, complemented by a ’cooling lime’ flavoured Pepsi Max called citrus freeze. A marketing campaign, incorporating a new TV ad, will support both product launches, in a move that is designed to drive cross-promotional sales.
The on-pack promotion part of the activity, running across all Doritos and Pepsi Max packs gives consumers the chance to enter a daily prize draw to win a trip to ’hot’ Las Vegas or ’cool’ Iceland. "Fire and Ice offers retailers an opportunity to drive linked purchases, particularly since crisps and snacks are consumed with soft drinks 57% of the time, but only bought together in 13% of cases (Kantar)," explains Adriana Ribeiro, marketing director, sharing, PepsiCo UK and Ireland.
Jalapeno fire follows in the footsteps of Doritos chilli heatwave, which is enjoying a 22% year-on-year sales increase (Nielsen), and is one of the brand’s most successful flavours. Point-of-sale material supports the campaign.