Doritos rewards ‘bold’ consumers in multiplatform campaign
Frito-Lay is betting on its “bold” customers in the latest promotion for Doritos “jacked-up flavor” chips line. For the campaign, dubbed “Bold Flavor Experment,” three mystery flavors of Doritos Jacked are being sold in grocery stores nationwide. Bearing the Doritos Jacked logo, the bags are identified by one of three different test flavor numbers instead of actual flavor names. (Ingredients are still listed.)
Doritos is asking consumers to try all three flavors and vote for their favorite on a Bold Flavor Experiment website using promotional codes supplied on the bags (or obtained through an 800 number), starting April 29. The winning flavor will become a regular offering, with standard packaging, to be available at retail starting this fall.
Fans will also be invited to participate in a scavenger hunt that will reveal clues to the names of the mystery flavors. During the summer, the brand will reveal the three flavor names, along with the winner determined by the voting.
Along with the voting instructions, one element that is highlighted on the mystery flavor bags is a "Be Bold, Win Gold" sweepstakes (inspired, says Frito-Lay, by the Doritos name, which means "little bits of gold" in Spanish). Those who register and vote for their favorite mystery flavors earn chances to win one of 60 daily prizes: $1,000 in gold.
The Bold Flavor Experiment builds on the Doritos "For the Bold" global marketing campaign, which also featured the viral consumer-made Super Bowl advertisements campaign and more recently rewarded fans with an “ultimate concert experience” if they completed a series of challenges known as "Bold Missions."