Doritos is Golden
Background
In February 2009, Frito Lay Canada’s Doritos® brand broke new ground through the launch of the Doritos® Guru campaign. The brand launched an Unidentified Flavour of tortilla chips into the marketplace and asked consumers to name the flavour and develop the 30 second ad for it for the chance to win $25,000 and 1% of the flavour’s future net sales. The program was incredibly successful and was deemed not only one of the most captivating marketing program in the country but one of the largest consumer generated contests in the entire world. One of the key successes of Doritos® Guru was the packaging, designed by Shikatani Lacroix that appeared in-store. It was simple, clean, captivating, intriguing and unmistakably Doritos®. The bag had incredible in-store presence and could literally be seen from across any given store.
Challenge
In 2009, Canadians talked about the Doritos® Unidentified Flavour package because they had never seen anything like it before. Knowing Frito Lay Canada was launching Doritos® Viralocity in 2010 and a second Unidentified Flavour of tortilla chips, how do you stimulate the same amount of conversation and interest toward the bag?
Solution
Based on the brand personality and positioning, Shikatani Lacroix designed a bag that was uniquely different from the 2009 white packaging yet leveraged some of the equity while still being distinct. The dollar sign was maintained, with new design elements added to help invoke curiosity and entice consumers including the use of the gold as well as hot pink.
Results
Shikatani Lacroix ignited consumer’s curiosity with a unique design that is bold and dynamic yet clean and simple, clearly standing out on shelf – a key driver in the success of the 2010 Doritos® Viralocity campaign.