Doritos Collisions

Ultimate flavour is no accident with Doritos Collisons

13 June 2008

Walkers, Britain's No.1 crisps and snacks manufacturer, is continuing to drive sales of its £93 million[1] Doritos brand with the launch of an innovative new range - Doritos Collisions - which takes two bold, complementary flavoured chips and puts them in one single 220g bag.

Designed to tap into the fun, informal and sociable lifestyles of young adults, Doritos Collisions are already a huge hit in the USA, and have been hugely incremental to the core range.

The launch capitalises on the momentum of the Doritos brand in the UK, where it is outperforming the category with value growth of +15%[2]. Doritos is also the Sharing category's fastest-growing brand at +37%[3].

The launch of Collisions will be supported by an innovative online and experiential marketing programme, which once again will forge the way in communications with Doritos young adult audience. The cut-through programme will drive trial and leverage the awareness generated by the current Doritos 'You Make It, We Play It' £2.5m promotion, which invited consumers to create and then choose the next Doritos TV advert. The winning ad, selected from over 1000 entries and voted for by the public, earns its creator £20,000, will be aired on UK terrestrial TV and even beamed into Space.

Thomas Delabriere, marketing director, Doritos says: "With over 1,000,000 video views, the huge buzz around the 'You Make It, We Play It' promotion has created a great platform from which to launch Doritos Collisions. It's a unique concept that

[1] Nielsen Total coverage YTD ending 17.05.08 (including dips)

[2] Nielsen total coverage YTD ending 17.05.08

[3] Nielsen total coverage YTD ending 17.05.08