Campanie
General Information:
Strategic approach:
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[CONTEXT] DORITOS: A STRONG BRAND IN A GROWING CATEGORY Both globally and locally, Doritos is the #1 tortilla chip brand. What makes Doritos stand out? Its legendary shape, explosive flavors, and irresistible crunch! But that's not all – Doritos speaks directly to those who dare to be different, live life without limits, and carve their own path. However, in the local market, the biggest challenge was that the category was still very small. In the salty snacks category, most brands focus on Millennials (like Lay’s for example) or very young audiences (such as Cheetos). This is where Doritos comes into play - perfectly positioned to connect with the energy and spirit of Generation Z, making it a perfect fit for them! OUR AUDIENCE: GEN Z YOUTH – NAVIGATING THE TRANSITION FROM TEEN YEARS TO ADULTHOOD Generation Z spans some of the most tumultuous years of life: 14–27 years old - the transition from adolescence to adulthood. It’s a critical period of self-discovery and definition, when Gen Z is constantly exploring their likes and passions while also facing societal pressure to choose between "X" or "Y" because other generations believe "that's the right thing to do." Studies show that Gen Z consumes more snacks than any other generation (72%). However, when it comes to salty snacks, Doritos isn’t their go-to choice, as they have limited awareness of the tortilla chips category. [CHALLENGE] HOW CAN DORITOS GROW ITS BUSINESS WITHIN THE CATEGORY, BY INCREASING ITS AWARENESS AND PERSUADING GEN Z TO CHOOSE DORITOS WHEN THEY WANT A SALTY SNACK? [OBJECTIVES] BUSINESS OBJECTIVES: • Increase Doritos' market share (in volume, within the Tortilla Chips category) by +5pp after the campaign (compared to the previous period, according to Nielsen). BRAND OBJECTIVES: • Increase awareness, relevance, and salience indexes by +3pp each (Brand Tracker Q1 2024 vs. Q2 2024). • Increase brand KPIs among Gen Z: consideration, preference, and recommendation by +5pp each (according to AdImpact post-campaign study, comparing exposed vs. non-exposed audiences). • Increase key brand attributes relevant to Gen Z: "coolness" and "distinctiveness" by +3pp each (according to AdImpact post-campaign study, comparing exposed vs. non-exposed audiences). COMMUNICATION OBJECTIVES: (chosen to exceed by 10% the results of previous campaigns with similar investments): • 2,500,000 unique digital reach (in line with SNA estimates on the digital Gen Z universe). • 600,000 total video views. • 1,000,000 total social engagements. |
Execution:
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