Everyone that knows me well, knows I love Doritos. They are hands down my favorite chips. With the exception of the Late Night line (don’t know what happened to those…), I’ve never tasted a Dorito chip that I didn’t like. Over the past several years, Doritos has gotten extremely aggressive with their marketing campaigns and used social media as an inexpensive and effective outlet to get the buzz out on their product. Just think about the frenzy the “Crash The Super Bowl” commercials have caused since their introduction in 2006.
So true to form, Doritos makes history as it introduces a 56 foot high interactive vending machine at the South by Southwest (SXSW) event in Austin, TX this past weekend. The brand activation introduced Doritos JACKED, with 2 new flavors: Enchilada Supreme and Smoky Chipotle BBQ. It’s the new Doritos chip that’s 40% bigger and thicker the regular Doritos. The oversized Doritos JACKED vending machine also doubled as a stage for musical acts such as Snoop Dogg to perform on that night at the Doritos JACKED Maxim party. Consumers were also able to insert giant coins in side the vending machine for a chance to win 9 foot bags of Doritos JACKED and other prizes. Needless to say this oversized marketing idea could be a huge win for Doritos.
Also, if you haven’t tried the new Doritos Locos Taco from Taco Bell, go get it! It’s really good…basically the Doritos Nacho Cheese flavor on a taco shell. Hopefully the flavors branch out to Cool Ranch and some of the other consumer favorites where we can buy these in stores. Just a thought.
So what do you think about this new marketing campaign? Is it over the top or ingenious creativity?