Doritos begins new campaign with no ending

Frito Lay Canada is asking consumers to write the ending of its newest Doritos television commercial as part of a new campaign and contest that launches during the Canadian broadcast of Sunday’s Super Bowl.

Kristin Laird February 04, 2011

 


   

Frito Lay Canada is asking consumers to write the ending of its newest Doritos television commercial as part of a new campaign and contest that launches during the Canadian broadcast of Sunday’s Super Bowl.

The 60-second commercial from BBDO’s Toronto office opens with two scientist-types at work in the Doritos Research Facility, creating new chip flavours to present to their queen-like “Flavour Master.”

The men then nervously introduce her to the new flavours: Buffalo Wings N’ Ranch and Onion Rings N’ Ketchup. She enjoys them both, but is adamant the lesser flavour be destroyed and taken off the shelves forever. The vignette suddenly ends, the screen goes black, and a super reads: “Which flavour gets destroyed? And How?”

Viewers are invited to write the end of the story and submit it to WriteTheEnd.ca to help determine which flavour eventually reigns supreme. Visitors to the site will determine the top 14 finalists (seven for each flavour). Submissions close March 17 and voting ends March 27.

While Frito Lay has run similar initiatives the past two years with the Guru program in 2009 and Viralocity in 2010, Tim Welsh, vice-president, group account director at BBDO Toronto, said he expects more submissions than contests past because of how easy it is to enter.

“The last couple of years we’ve done video… there’s all this rigmarole that goes with it,” he said. “By just asking people to write [their entry]… you just have to have an idea and it kind of levels the playing field.”

A panel of judges made up of Doritos execs, the commercial’s director and the agency team will select the grand prize winner who receives $25,000 and 1% of future sales. The winning ending will be shot and aired May 5.

The winner will also become the first member of Doritos Think Tank, which allows them the opportunity to provide feedback on upcoming projects.

“The End” marks a new beginning for the chip brand, which has had a run of success with both the Guru and Viralocity chip-naming contests.

“A lot of other brands got into the user generated space, so the question we asked our selves was ‘How can we top that and continue to deliver something completely different?’” said Haneen Khalil, marketing manager, Doritos.

“We’re asking them to develop our content on a level that’s better than ever before, so we’re giving them the Doritos machine,” she said. “They have full access to our world class agencies, they can be in touch with the ad director and they’re also actually going to decide what flavour we end up with on shelf, which is something we’ve never done before.”

The new contest and campaign was teased with a 20-second video that was posted online and told viewers to tune into the Super Bowl to witness The End.

Both CTV-owned MuchMusic and Astral Media’s MusiquePlus will support the campaign on an ongoing basis, on air and online.

Public and media relations will be handled by Fleishman-Hillard, OMD Canada oversees all media duties and Capital C designed the packaging. Proximity designed the website.