Doritos seeks "bold" brand continuity beyond Super Bowl spots

This event report outlines how Doritos moved beyond the annual success delivered by its user-generated "Crash the Super Bowl" commercials to create a year-round bond with millennial males.

Doritos seeks "bold" brand continuity beyond Super Bowl spots

Geoffrey PrecourtWarc

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...

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