Doritos “Rhetoric” Campaign
description
Transcript of Doritos “Rhetoric” Campaign
![Page 1: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/1.jpg)
Doritos “Rhetoric” Campaign
Sheena Palmer & Patrick Hoar
![Page 2: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/2.jpg)
Media Objective
To communicate Doritos intangible product attributes that will reveal they
are more than just a snack
![Page 3: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/3.jpg)
History• Launched over 40 years ago• Third most popular food brand• “New beat in things to eat”• Found in 50 percent of American households
![Page 4: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/4.jpg)
Competitors
![Page 5: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/5.jpg)
Target• Men & Women• Ages 18-35• College partiers and studiers• Moms with “snack time” and family gatherings• Fun, full of life, festive, and faithful
![Page 6: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/6.jpg)
Our MessageDoritos offers a unique product with a
unique personality
• So we gave it one…
![Page 7: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/7.jpg)
Our MessageWelcome Doritos into Your Reality• Continuity
• Visual • Verbal• Aural• Attitudinal
![Page 8: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/8.jpg)
Conveying Our Message• 2 Magazine Advertisements• 2 Outdoor Advertisements• 1 TV Commercial• Promotional Repackaging
![Page 9: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/9.jpg)
![Page 10: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/10.jpg)
![Page 11: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/11.jpg)
![Page 12: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/12.jpg)
![Page 13: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/13.jpg)
![Page 14: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/14.jpg)
About the Ads• Multi-dimensional outdoor ads• More interactive• “Slice of Life” • Humorous, charismatic, connective tone
![Page 15: Doritos “Rhetoric” Campaign](https://reader035.fdocuments.in/reader035/viewer/2022062218/56816256550346895dd2a302/html5/thumbnails/15.jpg)
Welcome Doritos into Your Reality