I’ve mentioned it in many a post “some brands get it, some brands don’t!”
No, it’s not the most original quote, but it’s true. And if you want to make ripples in this industry (marketing) you better pay to attention to the brands that are doing right. If you’re a regular Keep Marketing Fun reader you know some of my favourite brands: Coca-Cola, Oreo, Beats by Dre., evian, etc. What these brands all have in common is their unique, creative, and engaging marketing strategies – they are truly defining the rules and are successfully building community around their brands.
So, what does this have to do with the Video of the Week post? Over the past year or so Doritos has strategically elevated its brand to more than just a “chip” company. Ok, it’s actually a frito-lay brand but they have built an entire “brand personality” around Doritos, most consumers don’t associate Doritos with frito-lay – anymore.
Doritos, more than just a flavoured-corn-chip, is walking the path of user engagement and community building as way to identify itself with its consumers. Similar to brands like Coca-Cola or Red Bull, Doritos has evolved its image beyond just a consumable product.
Take a look at these ads/memes for example:
But, this is a video post! Since 2011 Doritos has been winning awards for its creative Super Bowl commercials and this year was no let down. Not only did produce some of the best Super Bowl ads of 2014 they ran a slew of commercials leading up to and handful since.
I really love this ads – here’s a great compilation of the best Doritos ads of 2014 (so far)
Recently Doritos launched it’s “Jacked Street Race” campaign and following very closely in the foot steps of brands like Red Bull, this new campaign is targeted at extreme sport “Moped Cars” street racing. A style of street racing cars from Denmark. They recently filmed this mini-movie commercial in the Netherlands featuring well known Dutch rappers Mr. Polska, Jebroer and Skinto – take a look>
Make sure to check out the official Doritos YouTube page, they have some great content including an epic SXSW campaign.