LO1: Advertising campaign report
The main objective for Doritos STAX was to promote their new brand, new flavors, and challenge Pringles leaderships in order to appeal to a more younger target audience, whilst re-positioning the brand to appeal to a wider demographic. Therefore making the brand Doritos a well known brand, with a reasonably unique but successful product. Another reasoning for the rebrand design is to give a much needed 'excitement' to the snacks segment of crisp. This will make their target audience an opportunity to try something different instead of eating out of a classic crisps packet, such as Walkers. When updating packaging of Doritos this makes the brand more modernised, keeping Doritos as a brand well known but different compared to other brand, to appeal to their target audience.
When giving Doritos a branding change the response that the company was hoping for was to gather more customers for the brand who may not have seen or heard of the brand. By changing the packaging it makes the crisps more unique and are more likely to stand out more to the public and are more likely to intrigued and take more notice because of the irregular shape but also because of the black packaging with hints of colours. However, for a regular buyer of Doritos this will fascinate the audience to purchase the product for the new flavours and to see if they taste the same as what they are promoted to taste like.
This campaign was released in late April, 2020, but didn't give any implications into a branding change and how and what was going to change about products within the brand. However, when creating the campaign the idea was to also make all the packaging of the product recyclable, which will make the brand a step closer to being sustainable. With the design of triangular packaging, it represents the shape of crisp whilst meaning there is minimal wasted packaging as it is made to fit the crisp. As the product packaging in this campaign is in a sealed tube it means that the crisps stay fresh, keeping the same flavour and texture, and can be eaten over a few days rather than eating them in one go and the crisp going stale.
The target audience for this campaign was aimed towards teenagers and younger adults, 14 - 24 year olds, of both male and females. This specific campaign appeals to the audience of both genders as the packaging of the products are mainly a dull black however, depending on the different flavours of the crisps, the colours of the lids are different. Although each of the flavours are different colours all the colours are a mix of what will appeal to both male and female. Doritos as a brand would have a social grade of people who are in the C1,C2 and B, this is because Doritos have higher price point than some other popular brands of crips such as Walkers but have a similar price as what Pringles would have. These categories of people are all working and have qualified jobs which are payed well and also either worked in an office or outside therefore don't have enough time to be eating full meals on breaks therefore go for more snacks throughout the day. This gives Doritos a larger audience in these social grades. The psychographics of people who would purchase Doritos would be aspires and mainstreamers because these people tend to want to follow trends and want the newest things that come out and want to try things before other people that they know do, as well as having a more wealthy family that someone such as a struggler.
The representation of the rebrand for this company in the television advert is to show Doritos audience that it is ok to be different and to you don’t have to be how other people around you want to be. In the advert it shows a boy playing the triangle, however, he thought he’d never noticed as much has he does and it shows their audience that you can still be successful even if you want to pursue something which is a bit different to other people you know. This advert clearly goes against gender roles because a male playing the triangle isn’t something a typical male is seen to do, as males are portrayed as muscular and powerful however, playing the triangle is classed as a more feminine hobby. Although this adverts message tells their audience to do what makes you happy no matter what anyone’s opinion is, this is why the shape of the crisp is triangle as well as the new Doritos STAX packaging.
This campaign was advertised through lots of different media as this is a multi-channel advertising campaign. Examples of this was the television and YouTube adverts and different social media’s such as Instagram, twitter and facebook. Doritos use synergy to advertise the new product to get the best profit and gain a larger audience from advertising on a larger scale. Doritos also advertise using print media, such as posters, fliers, bus wrapping and also billboards in larger cities. By using different types of media to promote their new product it create a vaster audience as not everyone will use social media or look at bus wrapping therefore wont see the products being promoted In these certain places.
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