Team 2

Brittany Lucien

Atifa Barwani

Jake Slepoy

Background Information

Doritos was originally produced in Anaheim, California as a product made at the Casa de

Fritos at Disneyland. They were made to resemble the Mexican chilaquiles, but in a dry form.

The Vice President of Marketing for Frito-Lay at the time began to notice the popularity

surrounding the new product. In 1964 Doritos were sold on the regional market after making a

deal with Alex Foods; the providers for Casa De Fritos at Disneyland. There was an

overwhelming response to the product on the market that Frito-Lay moved the production of

Doritos in-house at their Tulsa plant. In 1966, Doritos was launched nationwide and entered the

market as the first tortilla chip introduced in the United States. Doritos is part of the Frito-Lay

umbrella. Frito-Lay is a brand within the PepsiCo brand.

Rebranding

In 1994, Doritos was redesigned to accommodate the customers needs. The chip was

enlarged by 20% and was thinned out by 15% also adopting the rounded edge look. The main

reason for the change was “greater competition from the restaurant-style tortilla chips, that are

larger and more strongly seasoned.” (Roger J. Berdusco) In 2002, trans-fat was eliminated from

all Dorito styles. In 2013, Doritos was rebranded again introducing the new logo and adopting a

slogan “FOR THE BOLD”

Flavors & Products-Target Audience

Over the years Doritos has introduced 117 different flavors into the market. Not all flavors are

introduced to each market that Doritos distributes to. Some flavors are particular to certain areas

and only a handful are originals are distributed to all markets. Within choosing flavors they

wanted to identify with their audience so they partnered up a number of uniquely known brands

and produced products that incorporate Doritos within the food. Example when Taco Bell was

within the PepsiCo umbrella before sectioning off as Yum Inc. they were able to create the Taco

Supreme, years later they have recreated the partnership and renamed the taco to Loco Taco and

the Doritos Gordita Supreme in which you can choose the style of Dorito (Cheese, Fiery or Cool

Ranch) that you desire when creating your taco style. They have also partnered with 7-Eleven to

create the Doritos Loaded. In 2015, Burger King was included in this partnership and began to

sell the Loaded in selective locations. Soon to be introduced to the market Burger King once

again is putting a Dorito on it with the new Steakhouse Dorito burger that will be served. Doritos

over the years has also introduced Mid-Night flavors to target the late night snackers. The target

audience for Doritos is specifically aimed at teenagers, children, adults and elderly people.

Doritos is a type of snack that is made for all types of peoples, because they believe that this is a

snack that provides a wide selection of flavors , that will satisfy their audiences’s taste buds.

Brand Awareness/ Marketing Strategies

Over the years Superbowl commercials have drawn a large following of individuals.

Some viewers watch Superbowl just to see the creativity that is put forth with the commercials

that air. Doritos has used this event as the platform for a large marketing campaign. To create

their unique commercials they enlisted the help of Doritos consumers. Superbowl XLI Doritos

launched a “Crash the Super Bowl” this event allowed consumers of Doritos to create their own

commercials and submit to Doritos where the public voted on their favorite submissions for

potential of airing during the Doritos purchased Super Bowl Ad slots. During their first Super

Bowl Fan contest Doritos was ranked 1st on creativity and liking from all Super Bowl Ads that

were shown.

The following year they took a different approach and created a commercial with a

musician in hopes that with recognition the commercial would rank high on the Super Bowl

Ranks. Unfortunately, this commercial did have the recognition that they were looking for, but

the commercial itself did not generate the buzz that was seeked. They eventually went back to

the fan base commercials and the 1st Place contestant winners if ranked high during Super Bowl

were awarded for their creations. Over the past 10 years of the “Crash the Super Bowl” contest

Doritos has continued to reach out to their Fan base to create the most creative commercials and

continues to hold top spots each year for the connection that they have with the Dorito

community. In 2015, Doritos announced they will no longer be doing the contest, but plan to

spend big for their final go around. The 2016 Super Bowl commercials featured 3 finalists for the

brand and once again ranked high with viewers choice on best commercials.

Outside of Super Bowl Doritos has created other Fan base contests. Their ability to reach

the consumer from a different avenue has helped keep the brand relevent. Currently, Doritos has

a Red vs. Blue contest going on that includes prizes. Some of the prizes range from, paid trips to

Las Vegas, Caribbean Cruise Trips, Snow Ski Trip to Colorado and Doritos paraphernalia (i.e.

Hats, Shirts, Jackets, Mugs). This vote is based off of Dorito bags that are purchased with the 10

digit bag number included or you could request a 10 digit code to be sent to you for a chance to

win a prize. This contest will be going on for the duration of September & October.

Within this one contest their will be multiple winners on both Red & Blue’s side. Dorito

official paraphernalia will be distributed to large qualities on individuals. When providing

winning prizes such as hats, shirts, etc. not only is Doritos acknowledging the individual

participating in the contest, but they are also getting free advertising when this person is being

seen in public with said prizes.

Doritos is also celebrating 50 years and has linked a fan contest to this celebration. This

contest consist of setting a record for a chance to win $1,000. During the duration of 2016

Doritos has listed 50 records that they wish to have broken by Fan users. The records range from

building the tallest stack of Doritos and jumping over the stack, eating a Doritos Locos Taco all

at once, longest time juggling 3 mixed Dorito bags, etc.. Fans interested in participating in this

contest have to submit videos online for the Doritos committee to review. Each week a new

record will be attempted; after the week that the record has been posted the submission for that

record video will be closed and winners will be announced to the public.

Conclusion

All contests that are promoted for Doritos are all spotlighted throughout their online

presence. Doritos has a positive interaction with all social media platforms and really

understands how to communicate with their audience. With their understanding of what people

are looking for and their involvement with the fan base Doritos has set themselves apart from the

other chip brands. They strive to be unique, hip and have a positive vibe. Although many may

say chips are not as health as other choices Doritos has linked themselves to the athletic world

along with the musically appreciated. Doritos has not released how they plan to strategies their

Super Bowl ads or which other contest that they will launch, but they have done an amazing job

so far promoting their brand. They have definitely set themselves apart from other brands within

their market.