What Did Consumers Buzz About This Year? Doritos and Pop Tarts

Zeta Interactive Survey Puts PepsiCo, Kellogg Brands on Top of the Charts

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CHICAGO (AdAge.com) -- Looking for internet buzz? You might want to "Crash the Super Bowl" or open a pop-up store in New York.

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The top 20 brands in Zeta Interactive's internet buzz rankings
In a newly released list by marketing agency Zeta Interactive, which mined more than 200 million online posts, blogs, message boards, video sites and social media mentions, PepsiCo's Doritos ranked No. 1 among beer, beverage and packaged food brands that got the most internet buzz this year. Kellogg Co.'s Pop Tarts took second place.

The rankings gauge both the volume and tone of buzz, giving scores in proportion to the degree of positivity in tone.

Doritos scored an impressive 96/4 tone, meaning 96% of the mentions were positive and only 4% negative, up from its 84/16 score last year when it did not crack the top ten. The brand has run the "crash" campaign before, in which consumers vote on their favorite consumer-generated spot. But this year, the effort somehow drew sustained buzz, said Zeta, with words like "contest" and "Super Bowl" showing up in its analysis months after the big game.

Pop Tarts hit No. 2 thanks to the "tremendous buzz lift from their retail store opening on Times Square," Zeta said.

The marketer did a marquee event in a major city that got a lot of buzz," said Mary Beth Keelty, Zeta's VP-marketing and sales development. "It was something that got them talked about."

Only four brands managed to appear on both the 2010 and 2009 lists: Budweiser, Coors Light, Gatorade and Diet Coke.

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