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Doritos is proving yet again that it’s known for drawing consumer attention.
The longstanding snack brand recently launched a global campaign and revamped its marketing approach as part of the brand’s official partnership with Formula 1.
The campaign also targets at-home viewers, who make up 99% of the sport’s audience.
The fact is apparent in “The Crunch Prix.”
The short video was created by Goodby Silverstein & Partners, directed by Antoine Bardou-Jaquet and features visual effects by Untold Studios.
The campaign takes viewers on a thrilling ride set off by one bite of a Dorito chip. Viewers are then speeding down a racetrack with nothing more than what they are sitting on, which includes couches, gaming chairs, recliners, and a bathtub.
The campaign is part of a bigger “Taste the Thrill” platform and will run across social media and out-of-home platforms.
Doritos and its parent company, PepsiCo, will both be official partners of Formula 1 until 2030. According to Kyle Gore, vice president of global marketing for Doritos, there are three key advantages the racing series provides that stand out: a worldwide presence, a developing fan base, and events that occur 10 months out of the year.
“F1 has been pushing us to bring more fun, excitement and access to fans — which is not, honestly, what we expected — and we’ve been pleasantly surprised by the partnership they provided,” Gore told Food Dive.
In addition to its presence in more than 50 markets, F1 puts the chip brand under a spotlight and in front of an attractive fan base.
For example, Netflix’s “Formula 1: Drive to Survive” docuseries has attracted more consumers, and even younger women who are more comfortable in social and digital spaces. Those were the targets the brand intended to hit.
F1 hosts 22 races globally that act as an activation platform for the chip brand’s food offerings and experiential efforts.
Another activation Doritos carried out as part of the “Crunch Prix” campaign was the introduction of the Doritos Thrill Zone at the British Grand Prix in Silverstone, England, which featured immersive activities and fan experiences.
Additionally, the brand has its Doritos Loaded initiative that utilizes its own chips as a base for different meals.
“We’re flexing our local markets to really bring this [partnership] to life in the Thrill Zone,” Gore said. “[These races] are almost like a music festival: it’s multiple days, it’s across a large physical space and the racing part of it is relatively small in the course of the entire day. But people are spending 12, 13, 14 hours there, and they need a place to be able to get away.”
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