Blog 4
A Super
powerful Combination
A couple of years ago Doritos and Pepsi Max joined their forces in order to grow co-consumption of their products in United Kingdom.
It was estimated that only a third of people who ate Doritos also drank Pepsi Max. The same percentage applied on Pepsi Max drinkers who also ate Doritos. Additionally the companies measured that there were about 10 million households who consumed one or the other. Because of these numbers, they decided that a team-up would be helpful to both of them.
With the help of Abbott Mead Vickers BBDO, Doritos and Pepsi Max launched a digital comic book that followed the adventures of Jack Scoville and Gary Lime, two characters that were hit by a freak meteor shower. After that incident, they both acquired some interesting superpowers. Although they had very different superhero styles, they soon found that they work best together.
Both companies promoted the comic book series through television advertisements and YouTube videos, the first of which you can watch after the break. Fans were prompted to visit doritosandmax.com (the website is no longer available) in order to continue the story and learn more about the adventures of the superhero duo.
According to measurements, Doritos and Pepsi Max joint purchasing doubled because of that campaign. It was estimated that around 380.000 households were buying both products, a 10% increase compared to the companies’ target. It is also worth mentioning that both brands saw significant value growth. More specifically, Pepsi Max achieved a 41% increase and Doritos achieved a 16% increase. YouTube generated 12 million impressions and 40.000 clicks, giving a click-through rate of 0,31%. That was a huge advertising opportunity for both companies.
Because of all the above, this campaign is considered as a successful one. Both companies managed to create more buzz around their products, by taking advantage the other company’s communication channels.
Read more:
http://www.campaignlive.co.uk/thework/1097419/Doritos-Pepsi-Max-superpowerful-combination-AMV-BBDO/
http://www.bizcommunity.com/Article/223/423/79993.html
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