Doritos elicits consumer interaction to determine which flavor, in a contrasting black and white design, stays on store shelves.
Shikatani Lacroix has designed contrasting, distinctive black and white bags for the latest Doritos campaign, The End, that centers on two newly launched flavors (Flavor A - Onion Rings N’ Ketchup and Flavor B - Buffalo Wings N’ Ranch) in Canada.
The campaign takes consumer engagement to a new level: Doritos Canadian consumers can choose which flavor should live and which should be removed from store shelves.
“Following the tremendous success of its last two campaigns, Doritos has again asked [us] to develop an eye-catching package design to entice consumers to participate in its latest contest,” says Jean-Pierre Lacroix, president of Shikatani Lacroix. “We have ignited consumer’s curiosity with a unique design that is bold and dynamic, yet clean and simple. It clearly stands out on shelves and will be a key driver in the success of this campaign.”
This is the third year in a row that the Toronto branding and design firm has created a package design for Frito Lay Canada’s Doritos.
In February 2009, Frito Lay Canada’s Doritos brand broke new ground when it launched an unidentified tortilla chip flavor into the marketplace and asked consumers to name it. The Doritos Guru campaign was one of the largest consumer-generated contests in the world.
One of the key successes of the Doritos Guru program was the in-store packaging, designed by Shikatani Lacroix. Frito Lay Canada then launched Doritos Viralocity in 2010 and, again, called on Shikatani Lacroix to create a new, distinct package design. The campaign bagged the 2010 Best of the Best top honor at the 40th annual Canadian Marketing Association (CMA) Awards last November.
For more information, contact Jean-Pierre Lacroix, president of Shikatani Lacroix Design Inc., firstname.lastname@example.org, 416-367-1999