2010 Winners & Shortlists

GUESS THE MYSTERY FLAVOUR

Silver
The Flash Media Player is required to view this content.
Client/BrandSAUDI SNACKS FOOD
Product/ServiceDORITOS
EntrantOMD Dubai, UNITED ARAB EMIRATES
Type of EntryMedia: Product/Service
CategoryConsumer Products
Entrant Company:OMD Dubai, UNITED ARAB EMIRATES
Media Agency:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

In one week, over 130,000 visitors to the website, generating 35,000 votes and making 3,000 suggestions. Social Media conversations resulted in 156 threads about the new flavour ‘Hot Salsa’, worth $42,000 free media. We also reached 5 million youth in Saudi through the first-ever Mobile network roadblock. Doritos' total brand awareness across youth leaped from 60% to 90%, while ‘Hot Salsa’ rocketed from 0% to 55%. This quickly converted into sales, shifting 500 tons (100 ton monthly increase) and clearing stocks in some parts of Saudi Arabia. Finally, 3-in-4 young consumers now associate Doritos as being a ‘youth brand’.

Creative Execution

Saudi youth are increasingly digitized and with limited entertainment options, they tend to be more receptive to entertaining advertising. We wanted to leverage this insight by putting the consumer in the middle of the story rather than just advertise to them. The story: Doritos has a great new mystery flavor, you will decide what it will be called. We started with a teaser campaign and blanketed key areas with 1 million black Doritos packs featuring only a question mark and a url and drove traffic to Doritosarabia.com, the platform to decide the mystery flavor. We took-over website polls; ‘decide the mystery flavor’, built buzz around mystery flavor in student groups & forum threads across social sites and created a regional first where we sponsored End-Call Notification (ECN) alert. Additionally, support was given by a strong television presence, outdoor campaign, sampling initiative and online display advertising.

Insights, Strategy and the Idea

Since its launch in 2007, Doritos has dominated the tortilla chip market with sales of 400 tons per month. In just three years they have managed to capture 9% of the total salty snack market. Historically, communication has focused on the functional attributes and benefits of the products. With two successful years under the belt Doritos wanted to move the brand forward by communicating the ‘emotional benefits’ - positioning the brand as a positive interruption of the ordinary and stimulating fun. With this in mind, our challenge was to grow market share in the category by launching a new flavor. Media had to drive trial of the new flavor amongst young consumers and build Doritos as a youth brand. The idea was to launch new Doritos with an air of mystery and curiosity that a youth target audience could relate to by encouraging them to ‘Guess the Flavour’!

Credits

Name Company Position
Dani Afioni OMD Director
Waseem Afzal OMD Director
Rami Zeidan OMD Associate Director
Mohammad Mannaa OMD Manager
Mohammad Freigeh OMD Executive
Biju George OMD Executive