‘Doritos Collisions’ is the first new product launch from Doritos in years. This unique concept sees two great tasting flavours in just one bag.
It may sound bizarre, but it’s the latest, and possibly quirkiest, campaign from Doritos yet. In an era where viewer interest in watching 30-second ads is waning, Doritos is fighting back with non-traditional branded content. Or in this case, a wrestling match between mascots representing the four Doritos Collisions flavours.
Great branded content doesn’t come across as advertising and in doing so, stands a much better chance of getting passed along among peers. People only have so much time on their hands, and technology means they have more and more power to only watch what they want. Doritos seeks to engage people by providing them with digital and real-world brand experiences that are fun, memorable, and utlimately possess great talkability.
In the inaugural battle for your tastebuds, the characters (who are currently in training) are (drum roll please)…
He’s crazy for Chicken Sizzler flavour, it’s the Feathered Fury. Look closely, and you may spot Mr. Pearman himself! (MD of AMV BBDO)
Keeping it real for the Grilled Pepper flavour – The Griller.
Representing T-Bone Steak flavour – Tenacious T.
And last but certainly not least…carrying the hopes of Zesty Salsa flavour, all the way from Mexico, it’s El Zesto.
I hope you enjoy watching these, as much as we all enjoyed making them!
The driving platform for Doritos Collisions is through ‘The Gap Year’ reality web series – in collaboration with Bebo, the global social media network, and leading entertainment producer Endemol. ‘The Gap Year’ follows on from the phenomenal success of Sofia’s Diary and Kate Modern.
Doritos Collisions will be uniquely integrated into ‘The Gap Year’ experience which follows six lucky Bebo users from the UK, Ireland, Australia, Canada, New Zealand, and the US on a dream gap year visiting exotic locations across the globe. The Gap Year is the perfect platform for Doritos, who as a brand are continually looking to use new media in innovative campaigns to really engage and develop long term relationships with their 18-24 year old audience.
Digital is at the heart of the campaign, but the story unfolds across multiple platforms. A launch event is taking place at the SE1 club in London Bridge on 7th August, which sees the four flavours go head to head. Following the event, Doritos Collisions will go on a regional tour across six major cities in the UK. More info over at www.bebo.com/doritos.
If you (plus 1) are interested in coming to the London launch event (7th August at SE1), just drop me an email with your full name and friends name, confirmation you’re 18+, and blog (if you have one – and there’s no obligation to blog about it). Places are limited so get in there fast! Also, the event is being filmed for Internet broadcast, so by attending this event you are consenting to potentially feature in the footage (no guarantees of Internet stardom sorry!).