During the 2018 Super Bowl, Doritos – a chip brand owned by Frito-Lay, a subsidiary of PepsiCo – took advantage of advertising’s most powerful platform to launch its newest flavor.
And, befitting the drama of the day, it introduced Doritos Blaze with back-to-back ads featuring actors Peter Dinklage and Morgan Freeman facing off in “an epic rap battle.”
A product launch on the grandest piece of television programming might seem like the definition of old-school marketing. But digital channels were central to the campaign, Ryan Matiyow, Frito-Lay’s senior director/marketing for North America, told delegates at the Association of National Advertisers’ (ANA) 2018 Digital & Social Media Conference.
“Doritos Blaze was our biggest innovation across the entire portfolio in 2018, so we needed to drive mass awareness, mass reach,” he explained.
What else does this article talk about?
- Digital media planning & buying
- Integration strategy
- United States
- Savoury snacks, potato chips
- Event tie-ins
- Carbonated soft drinks
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