150 likes | 304 Views
Doritos “Rhetoric” Campaign. Sheena Palmer & Patrick Hoar. Media Objective. To communicate Doritos intangible product attributes that will reveal they are more than just a snack. History. Launched over 40 years ago Third most popular food brand “New beat in things to eat”
E N D
Doritos “Rhetoric” Campaign Sheena Palmer& Patrick Hoar
Media Objective To communicate Doritos intangible product attributes that will reveal they are more than just a snack
History • Launched over 40 years ago • Third most popular food brand • “New beat in things to eat” • Found in 50 percent of American households
Target • Men & Women • Ages 18-35 • College partiers and studiers • Moms with “snack time” and family gatherings • Fun, full of life, festive, and faithful
Our Message Doritos offers a unique product with a unique personality • So we gave it one…
Our Message Welcome Doritos into Your Reality • Continuity • Visual • Verbal • Aural • Attitudinal
Conveying Our Message • 2 Magazine Advertisements • 2 Outdoor Advertisements • 1 TV Commercial • Promotional Repackaging
About the Ads • Multi-dimensional outdoor ads • More interactive • “Slice of Life” • Humorous, charismatic, connective tone