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Doritos “Rhetoric” Campaign

Doritos “Rhetoric” Campaign. Sheena Palmer & Patrick Hoar. Media Objective. To communicate Doritos intangible product attributes that will reveal they are more than just a snack. History. Launched over 40 years ago Third most popular food brand “New beat in things to eat”

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Doritos “Rhetoric” Campaign

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  1. Doritos “Rhetoric” Campaign Sheena Palmer& Patrick Hoar

  2. Media Objective To communicate Doritos intangible product attributes that will reveal they are more than just a snack

  3. History • Launched over 40 years ago • Third most popular food brand • “New beat in things to eat” • Found in 50 percent of American households

  4. Competitors

  5. Target • Men & Women • Ages 18-35 • College partiers and studiers • Moms with “snack time” and family gatherings • Fun, full of life, festive, and faithful

  6. Our Message Doritos offers a unique product with a unique personality • So we gave it one…

  7. Our Message Welcome Doritos into Your Reality • Continuity • Visual • Verbal • Aural • Attitudinal

  8. Conveying Our Message • 2 Magazine Advertisements • 2 Outdoor Advertisements • 1 TV Commercial • Promotional Repackaging

  9. About the Ads • Multi-dimensional outdoor ads • More interactive • “Slice of Life” • Humorous, charismatic, connective tone

  10. Welcome Doritos into Your Reality

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