“What we want people to do is to continue to choose Doritos for their love of its bold flavors and bold crunch in their gaming sessions with their mates and this technology is something that we can give to our audiences,” continued Watson.
A 30-second hero film to promote the technology and the brand’s microsite was released in the U.K. It signs off with the tagline “Game on, Crunch off.”
The campaign is by Sips & Bites and OB management, shot by Josh Cohen and Lillie Eiger, with consumer PR activity by Splendid Communications and media planning and buying from OMD.
Campaign success metrics
The success of the campaign will depend on the number of downloads and the level of buzz that it drives for Doritos among the gaming community.
“For Doritos, gaming has always been our heartland,” added Watson. “It cements our position as a brand with this community, even deeper than what we’ve done previously.”
While he wouldn’t confirm other regions where the activation will roll out, PepsiCo is considering making the tech download and accompanying campaign available beyond the U.K. and Spain.
“The connection between Doritos fans and the gaming community is undeniable. Both boldly and unapologetically embrace their individual flavors,” Fernando Kahane, global marketing head at PepsiCo, added in a statement.