Is it The End, or only the beginning? Canadians are creative, savvy and eager for a piece of the action. They’re ready to be engaged, take control and make important decisions for their favourite brands. The Pepsico Doritos® brand is ready to take consumer engagement to a new level of awesomeness with its latest epic digital promotion, “The End” – which will bring one lucky Doritos fan behind-the-scenes like never before, to actually become a part of one of Canada’s best-loved snack brands.
“The Canadian consumer landscape is really changing and we’re no longer satisfied with sitting back and being shown or told what to do,” says Ken Wong, Professor of Business and Marketing, Queen’s University. “The Doritos campaign is a really innovative new program that breaks down barriers between industry and consumers – it’s actually a harbinger of the future. It’s truly amazing that one lucky fan will have the chance to shape the course of their favourite brand.
Launched on February 4, the Doritos® The End Contest challenges Canadians to take hold of the brand in a completely new and different way. Doritos is launching two new flavours (Flavour A – Onion Rings N’ Ketchup and Flavour B – Buffalo Wings N’ Ranch) and is asking consumers in Canada to decide which flavour should live and which should be destroyed; or, put another way, be forever removed from store shelves. Until March 13, consumers can visit Write The End, and compose the ultimate ending to an unfinished Doritos commercial that will destroy one flavour in a highly creative way. The prize is worth the effort: $25,000, 1% of future sales from the flavour remaining on shelves, the unfinished commercial completed with the winning ending, and the exclusive opportunity to become a part of the Doritos 2011 brand team.
As submissions are entered, the fate of all endings is put into the hands of voters, who will ultimately choose fourteen finalists – seven finalists from Flavour A and seven finalists from Flavour B. Then an expert judging panel, made up of a Doritos brand representative, an agency representative and the commercial’s director, will be tasked with the responsibility of critiquing and choosing the final winning ending. The winner will be announced when the finished commercial is revealed live for the first time.
Along with some serious cash ($25,000 and 1% of future sales from the flavour remaining on shelves), the winner of Doritos® The End will hone their creativity to become the first member of the Doritos Think Tank, an exciting new extension of the Doritos brand team that engages consumer insight to keep the brand on the cutting edge of cool. This is an amazing opportunity for one Doritos fan to literally sit at the Doritos boardroom table and share their knowledge of current trends in pop culture and social media to influence brand happenings. This lucky insider will be flown to Toronto for three non-stop Doritos-filled days of brand integration and will then be given the opportunity to participate in monthly Think Tank projects for the rest of the year where they will have the opportunity to weigh in and contribute to brand decisions.
“At Doritos, we thrive off of finding ways to break through and give consumers control of the brand,” says Tony Matta, Vice President of Marketing at PepsiCo Foods Canada. “The End is more than a contest, it’s the next evolution of consumer engagement where we’re handing over our brand to Canadians, and giving them a chance to play a role in making Doritos history, something we’ve never done before.”
The Doritos® The End Contest is supported with a custom website, Facebook fan page, Twitter account, YouTube channel, an extensive advertising campaign on national television and online, and media partnerships with MuchMusic and Astral Media.
The new Doritos flavours, Onion Rings N’ Ketchup and Buffalo Wings N’ Ranch, are available across Canada in distinctively-marked white and black bags wherever Doritos are sold. For more information, to view submissions, and full contest rules, please visit Write The End.