Dear Doritos,
I will not eat a Dorito, I will not look at a Doritio, I will not allow myself to be within 10 feet of a Dorito.
Now that we’ve gotten that out of the way….
I am beyond impressed by your strategy decisions! You were one of the only ones who came out of the user generated advertising fad on top of the pile. And why? Because you went with an ad for the Super Bowl that remained true to your strategy. It’s a little offbeat and it applies to a younger market, plus it had solid physical comedy which is guaranteed to resonate with your audience.
Your latest attention grabber, sponsoring Stephen Colbert’s (failed) Campaign Campaign Coverage, is genius. I am a regular Colbert watcher and I have seen my hero with so many bags of Doritos I might just allow myself within 7 feet of them. Just think what that halo effect must be doing for the people who already willingly ingest those things?!
You know your market, you know your strategy strengths. Keep it up!
Love,
K
