Doritos: Dip Desperado - Getting the UK to Dip the Chip

This case study shows how Doritos, the snack brand, aimed to increase the purchase of its Dips range in the UK.

Doritos: Dip Desperado - Getting the UK to Dip the Chip

Abbott Mead Vickers BBDO London

Advertiser: PepsicoBrand: DoritosCountry: United Kingdom

Objectives

In the USA, 50% of all chips are consumed with dips. Not so in the UK. Only 10% of chips, or 'crisps' to the British, are eaten with dips. Doritos were finding that while their chips were flying off the shelves for social snacking, consumers weren't buying Doritos dips to complete the experience.

Given the chip anddip habit in the US, it seemed fair to assume that the British people had...

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