Brands Steal Spotlight From One Another: Doritos

Doritos has asked consumers to create their own ads since 2006, guaranteeing at least consumer ad to be featured during the Super Bowl.  The spots typically generate views, as well as healthy debate about which user generated spot is the best. https://crashthesuperbowl.doritos.com/finalists

Thus far this year, two other brands have also joined the Doritos party. Newcastle recently created a spot that poked fun at Doritos, by blatantly showcasing Newcastle beer throughout the commercial. SumOfUs created a fantastic spot, which ends with a major twist, highlighting PepsiCo’s role in deforestation (thereby initiating negative conversation around Doritos ). The ad had a lighter and fun story-line and took such a drastic turn at the end:  https://www.youtube.com/watch?v=VPlxNhEc2lA

Why I’m Curious: In the past, brands attempted to be disruptive in larger conversations (that were really consumer driven). Brands are continuing to be disruptive, but instead of playing off of consumer conversation, they are are inserting themselves into other brand-initiated conversations. Since brands can predict and therefore plan for other brands’ campaigns (especially ones like Doritos’ Super Bowl campaign that have become institutional), it allows for more creativity and time. It will be interesting to see how far this can go and to what point, people will find this entertaining.

Advertisements

Share your thoughts.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s