PepsiCo – Doritos iD3
Agency name: Initials Marketing LtdClient name: Pepsico International LtdCategory: Digital Communication
BACKGROUND
Doritos competes in one of the most competitive food sectors – savoury snacks – and with one of the most promotional cynical target audiences – young adults aged 16 -24, predominantly male. The challenge for any brand is to transcend the appeal of price promotion by creating a distinctive added value benefit that not only achieves tactical sales objectives but also creates a voice for the communication of brand values.
Against a brief to support the launch of a...