All the Small Things Add Up for Doritos

Monday, February 1st, 2010

Doritos’ new campaign promoting its “Late Night” taco chips is an outstanding blend of new marketing methods.  It introduces an innovative use of packaging, ties it in with Doritos’ website and internet marketing, and, to top it off, aids in the launch of Blink 182‘s summer tour.

The packaging encourages consumers to use the bag as a means of entry to the Doritos Late Night website.  Once on the site, chip eaters will be able to view a virtual 3D concert, playing songs by Blink 182 and Big Boi.

On top of the unprecedented creativity and the music/technology combo, the Late Night chips are a great product.  The “concert bags” are only going to run for a limited time, but should see outstanding results.

I believe the key factor in the success of Doritos’ campaign will be the use of music in the branding and advertising effort.  It can be assumed, through the dark packaging and use of Blink 182, that Doritos is trying to reach teenage/young adult males. This demographic has been successfully reached in the past using similar efforts.  For example, Mountain Dew achieved its “extreme” and “cool” positioning through ads using rock music and related technology to reach young males.

I can’t tell if the bag, the return of my favorite band, or some combination of the two is what’s exciting me right now, but I do know I am going to buy a bag and try this 3D concert thing out.

Can you remember any examples of innovative marketing efforts?  Do you think music is a good way to help brand a product?