Doritos

“Doritos isn’t just a chip. It’s fuel for disruption — our flavors ignite adventure and inspire action. With every crunch, we aim to redefine culture and support those who are boldly themselves.”

https://www.doritos.com/about-us

Challenge

Conquest share from top category leaders while being mindful of Frito Lay family of brands and attracting new, younger buyers. More specifically, capture a 20% lift in category SOM, bringing SOM to 18% by close the of CY20.

Audience

Provide targeted reach for the Doritos brand message among key prospects identified as light consumers of Doritos as well as light and medium users of other chip/snack brands (Sun Chips, Pringles, Lay’s Potato Chips, & Cheetos) who:

— are age 18-44

— have a HHI of $25,000+

— have one or more children

Strategy

Continue to position Doritos as a snack for the bold while highlighting a variety of product offerings. Ascertain potential for incremental sales on a geographic basis.