The fastest growing bagged snack of 2009* is looking for budding Oscar winners and is calling on all retailers to aid its nationwide quest. Launching 'King of Ads', its biggest, most ambitious and exciting campaign ever, Doritos is asking retailers to stock up on its new promotional packs, which offer customers the opportunity to win '30 seconds of fame' and a top prize of up to £200,000, whilst delivering impressive profits.
Building on the success of the Doritos 'You Make it We Play it' campaign in 2008, which grew sales of Doritos by 15%** and cemented the brand as the perfect snack for 'a big night in', Doritos is now asking consumers to create their own 30 second ads and submit for review by a specially selected celebrity panel. The short listed ads will air on Channel 4 in three minute exclusive shows during June.
The top three ads selected by the panel of celebs and advertising experts will then be voted on by the public at doritos.co.uk, with the winner airing on national TV through June and July.
Off screen, retailers can build on the public's enthusiasm for the on-pack promotion by creating in-store theatre with a range of engaging POS materials, including secondary displays in high traffic areas with linked purchase categories such as beers, wines and spirits, to reinforce the promotion and further drive impulse sales.
Doritos' extensive TV and online presence during the nationwide search will be supported by substantial integrated marketing activity and the introduction of new "Watch it, Love it, Share it" promotional packs in May.
Doritos will continue to drive demand for the on-pack promotion by offering 20,000 prizes. Consumers have a chance to win prizes from play.com and thousands of Doritos Chip and Dip vouchers to online users who share the ads with their friends.
Jon Kyle, Impulse Sales Director says; "We've seen fantastic growth on Doritos in the past couple of years and this new promotion promises to be as popular as the You Make It We Play It promotion which had a great response from consumers. Retailers can capitalise on the opportunity that Doritos delivers and stock up on the great tasting range both on their main fixtures and alongside linked purchase products such as beers, wines and spirits."
Retailers should stock up to maximise sales and help customers showcase their directorial debut as they compete to become the Doritos 'King of Ads'.
* Nielsen RMS, Value Sales, 09 vs 08 - Total Coverage
** Nielsen RMS, Vales Sales 4wks w/e 17.05.08 to 14.06.08 vs same period 07 - Total Coverage
