Pepsico unit Frito-Lay has pulled all TV ads for its Doritos snack brand from their prestigious Super Bowl slots and is to redirect the spend online, effectively tripling its investment in the web ad medium.
The dramatic shift mirrors a move to reach teenagers “where they live on a daily basis”, part of an online marketing plan developed by Atmosphere, the digital offshoot of Frito-Lay's ad agency BBDO Worldwide, New York.
Atmosphere's plan also includes the development of quarterly partnerships with top teen sites, kicking-off with www.mtv.com. There is also a viral-marketing drive that includes the creation of a deliberately unbranded site, www.fortheboldanddaring.com .
'For the bold and daring', the current grandiloquent tagline for Doritos’ tortilla chips, will also migrate from TV to the brand’s revamped website, www.doritos.com. Explains Frito-Lay vp/general manager for children and teen marketing Cammie Dunaway: “We want to make sure teens are talking about and thinking about Doritos all the time, and it is impossible to do that without having a significant presence online.”
The promo link with mtv.com goes live this week, offering teen surfers the chance to submit their ‘bold and daring’ stories for a free MTV Spring Break trip. “The teen target has a lot of skepticism toward marketing activities online,” concedes Atmosphere director of client services Jonathan Glicksberg. “But if we align with the content they're interested in - entertainment, music, games - it allows us to engage with them in a more meaningful way.”.
News source: AdAge.com