 Walkers, Britain's No.1 crisps and snacks manufacturer, is continuing to drive sales of its £93m Doritos brand, Talking Retail reports, with the launch of an innovative new range – Doritos Collisions – which takes two bold, complementary flavoured chips and puts them in one single 220g bag.
Designed to tap into the fun, informal and sociable lifestyles of young adults, Doritos Collisions are already a huge hit in the USA, and have been hugely incremental to the core range.
The launch capitalises on the momentum of the Doritos brand in the UK, where it is outperforming the category with value growth of +15%. Doritos is also the Sharing category’s fastest-growing brand at +37%.
The launch of Collisions will be supported by an innovative online and experiential marketing programme, which once again will forge the way in communications with Doritos young adult audience.
The cut-through programme will drive trial and leverage the awareness generated by the current Doritos ‘You Make It, We Play It’ £2.5m promotion, which invited consumers to create and then choose the next Doritos TV advert.
The winning ad, recently selected from over 1000 entries and voted for by the public, earned its creator, 25-year-old Matt Bowron, £20,000.
It was also aired on Sunday June 15 in a solus ad break of a Euro 2008 game on ITV1.
Called ‘Tribe’, the advert is a stop-motion animation focusing on a tribal sacrifice involving Doritos and dip, and was also the first ever to be broadcast to the universe, earning a place in the Guinness Book of Records.
Thomas Delabriere, marketing director, Doritos says: “With over 1,000,000 video views, the huge buzz around the ‘You Make It, We Play It’ promotion has created a great platform from which to launch Doritos Collisions.
“It’s a unique concept that provides retailers with the perfect opportunity to offer their customers something totally different to anything they’ve tasted before. It’s this type of innovative, new product, teamed with exciting promotions that consumers can engage with, which drive sales in this sector.”
The flavour combinations in one bag are: T-Bone Steak & Grilled Pepper and Chicken Sizzler & Zesty Salsa. Packs hit shelves in June with an RSP of £1.77.
Source: Talking Retail |