Introduction to Doritos’ New Marketing Strategy
Doritos, owned by Frito-Lay’s division of PepsiCo, is putting a playful spin on its marketing, bringing consumers into the world of the snack giant’s iconic triangle-shaped chip through interactive augmented reality (AR) and social media experiences.
The Another Level Initiative
As a part of the brand’s latest Another Level initiative, consumers will find a way to undergo a nationwide hunt using an AR lens on Snapchat called "Triangle Tracker" that converts any real-world triangles into Doritos. The experience rewards engagement through exclusive rewards. This initiative is designed to have interaction fans and encourage them to consider Doritos each time they see a triangle in the actual world.
Engaging with Consumers on Social Media
A simultaneous campaign promotes further engagement with a TikTok component, where participants are encouraged to meet weekly challenges around famous triangle-shaped landmarks in New York, and Atlanta and Memphis, Tennessee. This campaign goals to extend brand awareness and encourage user-generated content.
The Inspiration Behind the Campaign
"Doritos has all the time been known for its iconic, daring flavors, but this yr we’re leaning into one other a part of Doritos: its iconic triangular shape," said Stacy Taffet, senior vp of selling at Frito-Lay North America. "What higher solution to engage our creative fanbase than by encouraging them to consider Doritos each time they see a triangle in the actual world?" This approach is a novel solution to connect with consumers and create a memorable brand experience.
Conclusion
The latest marketing strategy by Doritos is a fun and interactive solution to engage with consumers and increase brand awareness. By leveraging augmented reality and social media, Doritos is in a position to reach a wider audience and encourage users to take part in the brand’s creative campaigns. With its iconic triangular shape on the forefront, Doritos is bound to make a long-lasting impression on its fans and leave a long-lasting impact on the snack food industry.
