Kahane reveals that the campaign will be monitored based on growth metrics around relevance as it aims to recruit the next generation of Doritos consumers while tracking the unstereotype aspect within its brand equity. Business results, alongside brand distinctiveness and position, will be measured following the release of “For the Bold in Everyone.”
He added that a cohesive brand narrative, distinctive and consistency will be key elements moving forward.
“One of the big topics that we’re going to be discussing this year well, apart from AI, is consistency because I think Covid threw a curveball in terms of consistency for some brands,” Kahane explained.
Elsewhere for Doritos
Another metric Kahane believes is important for the brand to build through its various marketing initiatives it to drive fame.
“Fame is a multiplier of effectiveness” he stated, placing talkability above high-scoring creative advertising to cut through with consumers.
One example was the recent partnership with drinks company Empirical to release an alcoholic drink that tastes like Doritos. Another was Doritos Silent—the crunch-canceling AI technology that gamers could use to stop their friends from hearing them eating the brand’s chips, which ultimately drove 16,000 downloads worldwide.
And potentially taking it to even greater heights will be the Super Bowl spot featuring Hollywood’s belle du jour—Wednesday star Jenna Ortega, with whom it has only released a teaser spot so far.
“Fame is what is going to cut through the clutter, drive mental salience and drive talkability. And that’s why we’re trying to think differently about how those stories drive more talkability and drive more fame from a story sense that puts the brand out there in a famous way,” stated Kahane.
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