Doritos' new tagline, "For the bold and daring," will make its way well beyond TV in an online marketing plan developed by atmosphere, the digital arm of Frito-Lay's ad agency BBDO Worldwide, New York, a unit of Omnicom Group. The effort includes the revamp of the tortilla chip's Web site, doritos.com, to make it a better vehicle to promote offline efforts; the development of quarterly partnerships with hot teen sites, initially mtv.com; and a viral-marketing effort that includes the creation of an unbranded "underground" Web site, fortheboldanddaring.com.
"We want to make sure teens are talking about and thinking about Doritos all the time, and it is impossible to do that without having a significant presence online," said Cammie Dunaway, VP-general manager for kids and teens marketing at PepsiCo's Frito-Lay.
Frito-Lay decided to up its digital investment as part of a strategy to strengthen the brand's positioning among the 12-to-24 set. Online efforts will now make up roughly 9% of Doritos' overall marketing budget, which for the first 10 months of 2001 included $21 million in measured media, according to Taylor Nelson Sofres' CMR.
The decision not to advertise during the Super Bowl was also driven by the teen strategy, as are plans to develop more branded vending machines and mall kiosks, Ms. Dunaway said. "I'd much rather have continuity with an all-channel media presence 52 weeks of the year," she said.
Beginning this week, doritos.com will promote Frito-Lay's Microsoft Xbox giveaway. The site will also show streaming video of spots from the Doritos TV campaign featuring an ascot-clad gent named Clive.
Doritos begins its tie to mtv.com this week, offering teens the chance to enter bold and daring stories for a free MTV Spring Break trip. "The teen target has a lot of skepticism toward marketing activities online, but if we align with the content they're interested in-entertainment, music, games-it allows us to engage with them in a more meaningful way," said Jonathan Glicksberg, director of client services at atmosphere.