Doritos Late Night: World's first entertainment
Brand owner: PepsiCo
Agency: AMV BBDO
Media budget (USD): Up to $500k
Channels used: Mobile and apps, Social media, Online video
This paper explains how the Late Night campaign for Doritos, the PepsiCo-owned snack, created a new sub-brand that delivered an uplift in core UK sales. Doritos had to respond to increased competition as brand owners tried to capitalise on changes in behaviour as recession-hit consumers focused on entertainment at home rather than in bars, clubs and other external venues.
This case study describes how Doritos marked the launch of new flavour variants by positioning itself as an entertainment brand via a music content strategy and an innovative 360-degree mobile video application.