Doritos make the UK's first ever mystery flavour launch
Packs of Doritos labelled ID3 launched, consumers to taste and guess the flavour.
10 July 2009
Doritos, one of the strongest growing snack brands in the crisps and snacks category , is launching 'iD3' - another innovative and exciting interactive promotion. 'iD3' is the first ever mystery flavour product to be launched in the UK. Running across all single serve formats and in a sharing bag, 'iD3' is designed specifically for the impulse channel. Consumers simply have to BUY and TRY the mystery flavour, then log onto www.doritos.co.uk/id3 to enter their unique pack code and GUESS the flavour.
Consumers who successfully guess the mystery flavour will be entered into a draw for a chance to WIN £20,000. They will also have the chance to win a range of spot prizes including laptops, mobile phones and games consoles by playing the 'iD3' online interactive game, where the player becomes the star of the adventure!
The promotion is being supported by a heavyweight marketing investment including PR, outdoor and online media.
Doritos iD3 is available in 40g, 55g, 225g packs and a 3 case stacker all featuring a design to create fantastic standout in store, draw customers' attention to the activity and generate interest in the mystery flavour. Doritos iD3 will be available for 12 weeks from 5th July 2009.
Kirk Tanner, Walkers VP impulse sales says: "Doritos is a great brand for the Impulse channel and continues to perform incredibly strongly. We are delighted to launch iD3 - another innovative and exciting interactive promotion designed specifically for the impulse channel. Based on the success of recent Doritos activity we would encourage retailers to stock up on the mystery flavour, use the point of sale materials available and make the most of this incremental sales opportunity."
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