Campaign details
Brand: DoritosBrand owner: PepsiCoAgencies: Mindshare India, Wunderman ThompsonMarket: IndiaIndustries: Savoury snacks, potato chipsMedia channels: Events & experiential, Online video, Product sampling, Radio & audio, Social media, Television, Word of mouth, influencersBudget: 3 - 5 million
Executive summary
Doritos grew sales volume 101% by opening a new consumer occasion, binge watching, and leveraging a product truth.
The snack food category in India is dominated by established brands like Bingo, Lays and Kurkure. Doritos, a three-year-old nachos brand, wanted to create a niche amid fierce competition.
Doritos...