Doritos becomes the No.1 sharing brand in Impulse
Winning formula bags Doritos the No.1 sharing spot.
25 November 2011
(Retail Newsagent's coverage of the news)
Doritos has become the no.1 sharing brand in the impulse channel, significantly outperforming the category, and growing at double the rate of its nearest competitor . Cross promotion has proved to be a winning formula, as Doritos Dip Desperado, the social media game launched earlier this year to drive linked chip and dip sales, has not only secured Doritos to the top spot, but resulted in a staggering 22% increase in sales of Doritos' dips .
Adriana Ribeiro, Marketing Director, Sharing comments:
"This year, we have built on the success of creative and interactive campaigns like 'Late Night' and 'King of Ads' and proved that understanding the interests of your core consumer is essential. The Dip Desperado game tapped into a craze amongst our target audience who are captivated by social gaming, resulting in 1.6m plays of the game, an increase in dual purchase of Doritos chips and dips and a 10% increase in sales of single serve Doritos ."
Ribeiro continues:
"It is clear from the success of Doritos Dip Desperado that cross merchandising yields substantial rewards for retailers and manufacturers alike, growing the category and increasing basket spend by offering consumers convenience and value for money. Sharing is the growth engine of the CSN category and it's fantastic to see Doritos featuring as the top seller in this hugely important sector".
Building on this success Doritos has once again implemented this proven promotional mechanic as it embarks on a powerful partnership with Pepsi Max. The 'Fire and Ice' campaign launched in September saw the introduction of a spicy Doritos Jalapeno fire flavour and a cooling Pepsi Max Citrus Freeze. The jointly integrated sales and marketing programme has been designed to maximise the 'big night in' trend and drive hot cross promotional sales.
As Christmas approaches, the largest in-home social event of the year, independent retailers have a significant opportunity to drive their 'sharing' profits as families and friends look for treats they can enjoy together. It is essential, retailers stock up on market leading sharing brands such as Doritos, Sensations and Extra Crunchy along with promotional stock. These should be merchandised in high traffic areas and close to other impulse purchases such as soft drinks, beers, wines and spirits to drive linked purchase opportunities and make retailers happy this Christmas.
[1] Nielsen ScanTrack, Total Impulse, YTD, w/e 22.10.11
[1] Nielsen ScanTrack, Total Impulse, Value % Change, YTD, w/e 22.10.11
[1] Nielsen Scantrack, Total Impulse, MAT, w/e 01.10.11
[1] Kantar Worldpanel, 52 w/e 04.09.11
[1] Nielsen ScanTrack, Total Impulse, YTD, w/e 22.10.11
[1] Nielsen ScanTrack, Total Impulse, MAT, w/e 22.10.11
Follow Us