Doritos A or B?
by Katie Fang ~ March 17th, 2011. Filed under: Marketing.Wandering around the supermarket, couldn’t help to notice that junk food aisle has some new members – Doritos A and Doritos B! I was really amazed by how the packaging color changed from red to complete monotone. To be honest, I was quite disappointed at first. But curiosity hit me, and I actually googled about change. 
It is a newly launched campaign that aimed at the junk food lovers to vote for a new flavour of the Doritos, and also encourage voters to submit a creative idea of how to destroy the other unpopular option. The most creative idea will be shot into an ad, and also winner will receive $2,500 and 1% of the sales revenue.
This campaign has allowed customer input to create its new product, and also increased the perceived value of every purchase of Doritos, because you think you are a part of something big and meaningful, and you might get a chance to win that grand prize!!
The industry is almost at its maturity stage with fierce competition, and constant launch of new product lines. And now, Doritos has made its bench mark of being the leader of this industry, since it was able to understand how to increase its product depth with customers input, and clearly deliver the message of how they care about its valued customers’ opinion!