The campaign, which will be supported by TV advertising and integrated digital activity, will ask shoppers to select between Flavour ‘A’ (Sizzling Salsa) and Flavour ‘B’ (Ultimate Cheeseburger). The flavours are encased in opposing white and black packets for a bold visual effect, and the most popular flavour will roll out into market later in the year (200g/ RRP: £1.99).
In a twist to previous mechanics, a £20,000 prize is up for grabs in a competition which invites shoppers to come up with creative ideas to ‘eliminate’ their least preferred flavour. Entries can be submitted via Facebook, Twitter or at www.aorb.doritos.com using the hashtag #DoritosA or #DoritosB for the flavour they want to eliminate.
Besides money, the winner will get to see their elimination idea brought to life in animated format at the end of the campaign. Consumers will also have the opportunity to interact with the campaign via bespoke digital content seeded across Doritos social channels throughout July and August, and with an exciting dual-trigger sponsored Snapchat lense which will be available for 24 hours.
Promotional packs are available from now for until early September, along with impactful POS materials.