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Today, June 1, Doritos U.K. launched a new 360-degree campaign -- “For fun, add a little Mexican” -- bringing some Mexican fun to social sharing occasions across the U.K.
In the U.K., Doritos sharing bags and dips have been a key source of growth for the PepsiCo snacks business, which has doubled in size over the last five years, according to Nielsen statistics. The new campaign highlights times in life when you are "in the moment," being yourself and having fun with friends.
Using the tagline, "For fun, add a little Mexican," the new 30- and 60-second ads show consumers adding Doritos to a social occasion and taking it to a new level by adding a touch of Mexican fun. Doritos has a strong Mexican product association, which provides differentiation within the marketplace, and was central in delivering this unique campaign message. The new campaign brings this differentiation to life with a visual metaphor in the form of a mariachi band - Mariachi Doritos - that adds Mexican fun to parties by playing well known British pop classics with a Mexican twist. Fans can enter for a chance to win an exclusive live or virtual Mariachi Doritos gig to liven up their own party.
The new campaign is integral to driving incremental share growth for the brand in the fast-growing sharing bag segment. It will be supported by a 360-degree marketing campaign, digital media and PR efforts.
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