Doritos adds a little mystery to new marketing campaign

Published April 29, 2014 at 6:40 am

Marketers are always on the hunt for creative ways to engage consumers, such as product tests and nationwide votes. While these tactics can be effective, sometimes the best marketing is a little bit of mystery.

Doritos is incorporating this idea into a new marketing push, designed to entice consumers, that features three new “hidden” chip flavors. Known for its variety of flavored tortilla chips, the brand has created a campaign to promote their “Jacked” chips, which were released in 2012, according to a press release.

The company is releasing three chips with undisclosed flavors and different packaging that invites consumers to test them. Consumers will be able to try the different chips and then vote online for the flavors they liked the best. The most popular flavor will become available on store shelves next fall. By giving customers a chance to vote for their favorite flavors, the company hopes to generate interest in the new chip flavor it plans on releasing. Additionally, if the excitement of tasting the new flavors isn’t enough, the brand is offering prizes in gold for 60 days as additional incentive for participating in the voting process.

The chip bags will be made of silver packaging and will feature no information about the flavor of the chips inside, according to Adage. The “Bold Flavor Experiment,” as Adage notes, will be a way for the company to see the level to which the loyalty of its customers is dependent on the look of packaging.

Part of Doritos’ promise as a brand is to deliver intense flavor. By designing a campaign based around flavor, Doritos may be able to show that they still deliver a bold flavor experience to consumers, while also giving them the chance to participate in selecting their preferred product to hit the shelves, and offering a reward for doing so at the same time.