When you care enough to send the very best…

doritos-ketchup-hed-2016

I cannot believe I missed this promotion in February, but it’s never too late in Brandland!

Doritos Canada offered bouquets of ketchup-flavoured roses,  including delivery in major Canadian cities. They were only available for a limited time and sold out in hours, but the company put instructions on the website explaining how to DIY.

One important catch? They’re not for eating – the chips are glued in place. Tell that to the dudes who received these bundles of romance!

Does this campaign deliver the 1970s retro vibe it was going for? Does it add value to the brand? It what way?

If you could still order a bouquet, would you? Who would you give it to?

http://www.adweek.com/adfreak/ketchup-doritos-roses-tart-crunchy-way-say-i-love-you-valentines-day-169553

http://doritosketchuproses.ca/

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6 thoughts on “When you care enough to send the very best…

  1. Zoya Lakhany

    This campaign does deliver the retro vibe for me as they are using the older logo and their corresponding website looks like something that would only be seen decades ago. I remember seeing this go viral around Valentines Day creating a lot of discussion around the brand. This buzz about Doritos on social media definitely adds value to the brand. Additionally, I believe this was targeted more towards consumers who have grown out of Doritos target market by now. This allows Doritos to spark interest within this demographic and possibly enjoy incremental sales. I definitely would order a bouquet if it was still available as a funny gift for my boyfriend.

    Reply
  2. Gordon Young

    60% of the time committed to this ad was set on the “infomercial” aspect of the ad, probably sitting on the retro concept a bit longer than they needed. However, this does pitch the retro vibe in an ‘Anchorman’ like style with the music, dress style, announcer, and witty catch phrases. Considering that these sold out, the proof is in the pudding. It worked. This could have been attributed to the marketing at Canadians, the promotional material, or maybe they created the shortage on their own? All questions worth considering.

    Compare this ‘retro’ ad to one that Taco Bell released around the same time: http://www.tacobell.ca/en/promos?utm_source=facebook&utm_medium=social&utm_term=&utm_content=supercheesy60-copy4&utm_campaign=quesalupa

    They also went ‘cheesy’ and ‘retro’ but took the route of “falling in love can be cheesy” as the tagline to their pitch. Does this relate to their demographic more? Once again the evidence can only be traced back to their sales.

    Reply
  3. Paige O'Grady

    When this advertisement was originally released, I remember talking about it in Creative Thinking for Brand Managers and I think it definitely nailed the 1970s retro vibe that it was going for. As soon as a saw that blue turtleneck, I immediately thought Anchorman or That 70’s Show. It also reminded me of an advertisement with a similar vibe from Jose Cuervo last fall: https://www.youtube.com/watch?v=67HclBEx7-Q.

    I think the advertisement did add value to the brand, especially with the retro theme they are currently running with. It works perfectly with their Ketchup throwback flavour, making the audience laugh while letting them know about a product they may not otherwise been aware of.

    Personally, if I could I would order a bouquet I would, BUT I would keep it for myself. Who gives someone chips that they can’t eat?!

    Reply
  4. Darren Kitto

    I actually heard about this advertisement around the time it came out. Pretty interesting. I thought that it was a unique promotion and definitely added value to the Doritos brand through the retro theme. This was done by connecting with an older audience that may know about the Doritos ketchup flavour and introducing it to those who don’t know about it. Doritos Canada did this through a very unique way with the valentines day theme and I really think this marketing campaign was a creative way to attract anyone that resonated with the Doritos Ketchup brand before.

    Because the Doritos ketchup flavour is exclusively Canadian, I think this campaign definitely definitely will connect more with Canadian. Also Canadians abroad will have a sense of community feeling about the brand community, as they will probably end up buying this bouquet (or rather making it themselves since it is exclusively sold in Canada, by buying the Doritos ketchup chips wherever they can of course).

    If I could still order bouquet, I probably wouldn’t as you can’t eat it, and I wouldn’t be have it without eating it… Instead I would go buy a bag of the Doritos ketchup chips themselves and enjoy the whole bag to myself!

    Reply
  5. Iorio, Di

    I LOVE this idea. I believe it strategically positioned their brand and added great value to their social media presence. The core target market of Doritos are males aged 20-40, who enjoy a bag of Doritos while watching their favourite sport teams. Valentines day leads to high sales of flower bouquets and jewellery for girlfriends and wives. This promotional advertisement takes a play on the flower bouquet.. but for males.

    It had a lot of buzz on social media, and I noticed a lot of people tagging photos of their boyfriends/husbands reaction to the gift. The fact that they can’t be eaten only means that a bag of chips on the side is necessary!

    My reaction of the advertisement is a mix of retro and recent. The flower and hand focus reminds me of an older advertisement, but the colour and vibrance gives it a new vibe. I really enjoy the DIY focus that they put on their website, it adds an additional value to the promotion for those who couldn’t place an order prior to them selling out. This presents a positive focus on the brand, instead of a negative one for selling out too quickly.

    Reply
  6. Jacquelynn Cort

    The campaign definitely delivers on the 1970s retro vibe. The apparel and hairstyles of the couple in the ad, the clashy colors, and disco dance moves are all associations with the 70’s. Also, it was very clever for the company to make the ad similar to an infomercial and slightly unprofessional since this style of advertisement was big in this time era. The website also spoke to the retro theme with bright contrasting colors and simple fonts/photos. Doritos matched the past logo, colors, and styles they used themselves in the 1970’s. For example, look at a photo I found of past packaging of a Doritos chip bag in the 70’s:

    It is easy to see the resemblance between the image and the recent campaign.

    This ads value to the brand since it would bring back memories for individuals who grew up purchasing Doritos making them realize how this brand was a constant in their life. Also, it shows how the brand is innovative, humorous, and fun. In addition, the ketchup flavor is suiting since this has seen the most success in prior “Throwback” flavors for Canadians. It gives Canadians the perception that they are special and that the company is listening to their wants.

    I liked how they provided instructions on how to do it yourself. This will help create buzz behind the brand with numerous people sharing this idea. This valentines day I’m going to attempt to make it despite my lack of crafting skills! I think if Doritos made the bouquet of roses edible by replacing the glue this whole idea would be even more successful. These limited consumers purchasing the bouquets will be die-hard Doritos fans (or purchasing for someone who is) and love the taste of the product. It is a tease getting the bouquet and not being able to eat them.

    Reply

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