The End contest for Frito Lay Canada‘s Doritos is at its, umm, end. The winner, Quebec’s Mélanie Normandin, was announced this week.
Along with the other contest entrants, Normandin rallied Canadians to vote for her ending in order to be picked as one of 14 finalists. Of the nearly 30,000 total contest entries and more than 185,000 total contest votes, Normandin’s “Because Mother Knows Best” ending earned more than 2,200 votes.
Launched in February during the Super Bowl, the national Doritos The End Contest prompted Canadians to pen the ending to a to-be-continued-type TV spot.
It had to kill off one of two new Doritos flavours that had been launched on Canadian store shelves: Buffalo Wings N’ Ranch or Onion Rings N’ Ketchup.
The prize for the winning concept was $25,000 and1% of future sales of the chip flavour that remained on shelves (which turned out to be Onion Rings N’ Ketchup).
The winning ending is currently running on-air across Canada and at WriteTheEnd.ca.
“This year’s Doritos campaign presented Canadians with… the chance to truly have an impact on the brand’s decisions and history,” said Jason McDonell, vice-president of marketing at PepsiCo Foods Canada, in a release.
In addition to the cash and having her ending produced and aired, Normandin will take part in an extension of the Doritos Brand team for the rest of the year by contributing to the Doritos Think Tank, which focuses on brand integration.