That is nothing new that giant brands support themselves on Facebook, especially in the CPG snack category. Millions of users ‘like’ the brands custom pages and join the activities suggested on it.
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PepsiCo’s Quaker Chewy is following in the footsteps of Converse, which has been one of the biggest brands committed to helping emerging music geniuses get a stage where their voices can be heard. While the shoewear brand is primarily targeting bands, the snack brand is launching young music talents competition, running in the USA, and is happy to welcome standalone singers aged 8-14, who can upload videos of them performing one of the four songs selected by the brand to the Quaker Chewy Superstar Search website. The winner of the contest will receive a contract with the industry expert, record a song and get $5,000 in cash—not a bad start for a superstar-to-be.
Doritos has initiated another fight between its flavours to see which of them is the ‘strongest’. Building on success of other themed advertising pieces, which included the spots for the Egyptian and U.S. markets as well as the large-scaled ‘The End’ promotion in Canada, where people were encouraged to ‘destroy’ one of the new additions, A (in the white bag) or B (in the black bag), the snack brand has kicked off a similar integrated promotion for Australian consumers at the www.battleoftheflavours.com website. Now, two new Doritos flavours, Hot Mexican Salsa and Thai Sweet Chilli, are placed against one another on the digital spot, and consumers are invited to support their favourite by suggesting the effective battle moves against the competitor.
tdg The Design Group, the brand communications and packaging design consultancy, has created a new packaging design for Tayto’s Rough Cuts range of crisps. Tayto ‘Rough Cuts’ are thick and chunky crinkle cut crisps with a unique V cut shape that has helped the brand secure the #3 spot in the crinkle cut segment. This will be the first brand refresh since 2004.
PepsiCo is extending the Snack a Jacks range with its most significant launch for the brand in recent years. The new product is rolling out now in Sainsbury’s with other major grocers soon to follow. Bloom, a PepsiCo rostered agency, was appointed without pitch, in 2010 following the agency’s successful re-design of the core Snack a Jacks range in 2008. Bloom worked with the Snack a Jacks team from the early stages to launch, defining the brand relationship, its identity and brand language.
The Doritos ‘Pug Attack’ user-created commercial about a dog which goes for chips scored the No.1 ranking in the 2011 USA TODAY Super Bowl Ad Meter rating, bringing its creator, JR Burningham, one million dollars as a prize from PepsiCo. This year’s top-five also includes by Bud Light ‘Dog Sitting’ ad (which received 8.5 Ad Meter Score just like the winning spot), Volkswagen’s little Darth Vader commercial, Doritos ‘House Sitting’ (created by Tynesha Williams, won $400,000) and Pepsi MAX ‘Love Hurts’ spots.