NEW YORK: Doritos, the snack foods brand, has built on the success of its annual Super Bowl spots to create engagement with millennial consumers throughout the year.

"We want to be more than just a brand that delivered chuckles every February once a year to your Super Bowl party," Mike Quintana, director/shopper strategy and insights at Frito-Lay North America, told an audience at the recent Advertising Research Foundation's 2014 Re:Think conference.

The brand's user-generated "Crash the Super Bowl" commercials have been hugely successful, being among the most watched and, more importantly, delivering some $250m in incremental sales over the past four years.

But Quintana explained that the brand had to move beyond the Super Bowl: "We needed communications that could … be useful throughout the whole 12 months of the year to drive business for us." (For more, including how Doritos improved its agency relationships, see Warc's exclusive report: Doritos seeks "bold" brand continuity beyond Super Bowl spots.)

Doritos' research found that being "bold" was a theme that resonated strongly with the target demographic, but it was a very particular kind of bold that was "unique among millennial males" said Quintana.

"They have to identify themselves as individuals who can stand out [in a crowd] so that they could fit in with the people that were important to them," he added.

That meant embracing a degree of risk, whether standing up to a teacher or asking a special girl out on a date. It was also something their friends could see on Facebook, something they could retweet with hashtags like #cantbelievehedidthat.

"It definitely was something that had purpose and direction," Quintana stated.

"These little steps – these rites of passage – establish who they are as people [and what they] understood bold to be," he said. "We wanted to take that bold with a purpose, but not [being overly] serious, and bring it into our brand communication."

Data sourced from Warc