Doritos seeks "bold" brand continuity beyond Super Bowl spots

Geoffrey Precourt
Warc

In the last four years, Doritos' series of user-generated TV spots have consistently been among the highest ranked on America's most-watched commercial stage: namely, the time between the action during the Super Bowl.

And, in 2014, the PepsiCo-owned brand's latest round of "Crash the Super Bowl" spots ranked as the second and fourth best ads in the eyes of consumers; in 2013, they were third and fifth; in 2012, they were first and sixth.

The viewer numbers are impressive. So is the accounting inside the brand group. "We've been able to deliver about a quarter of a billion dollars in incremental sales for the brand over those four years," Mike Quintana, director/shopper strategy and insights at Frito-Lay North America, told an audience at the Advertising Research Foundation's 2014 Re:Think conference in New York City.

Mike Quintana
Mike Quintana, Frito-Lay North America
Photo credit: Doug Goodman / douggoodman.com