At my wife and my Super Bowl party last night, everyone enjoyed the game, especially Pittsburgh's exciting last minute touchdown to beat Arizona 27 to 23. They also loved the high-energy half-time show featuring Bruce Springsteen and all the new commercials that aired during the game.
But for us at Frito-Lay, the crowning achievement last night was the Doritos commercial, “Free Doritos,” which won the No.1 spot on the USA TODAY Ad Meter, and took home $1 million in the Doritos Crash the Super Bowl (CTSB) contest. More than 2,000 consumers submitted ads in the contest, and consumers voted “Free Doritos” as their favorite among the five finalists.
Joe Herbert is credited for creating the "Free Doritos" ad. "He quit his job in Indiana to pursue filmmaking full-time," said Jeannie Cho, the Associate Marketing Manager on Doritos who has worked tirelessly on the contest.
"Two years ago Joe was a finalist in the first CTSB promotion with an ad called “Duct Tape.” I respect the determination and laser-focus he puts toward achieving his dreams, so it was very emotional to watch the dream finally come true when the ad aired. I know we'll continue to see amazing work from him."
Budweiser has taken the Ad Meter top spot for the last decade, but this year found two of their ads at No. 2 and No. 3, so it's a huge achievement for “Free Doritos” to win first place, especially since it was created by an amateur. Doritos surprised audiences and ran a second contest finalist’s spot, “The Power of the Crunch,” which ranked No. 5 on the Ad Meter. Doritos announced that it will be running all five of finalists’ ads as part of their national brand campaign this year.
And, the Cheetos ad, "Spoiled Girl," also airing during the big game made it into the top 20 on Ad Meter, ranking at No. 14 – a great success considering it’s the first time Cheetos has advertised during the Super Bowl.
Meanwhile at the Philips household, our first Super Bowl party was a hit, judging from the amount of food and beverages that were consumed, and my wife, Janis, and I have decided to make it an annual event. What were your highlights from the Super Bowl?
Frito Lay is not family friendly! As a mother of 4 children who love Frito-Lay products, I was very disappointed in the Doritos commercial during the Super Bowl. Sadly, the commercial bordered on soft porn (Was the lady in her Victoria's Secret underwear necessary?). Many families buy your snacks. Keep your advertising family oriented during family shows and save that commercial for adult oriented venues.
Posted by: Angela | February 02, 2009 at 12:03 PM
Re Angela: Thank you for your comment. I appreciate the feedback you've shared.
Posted by: Chief Blogger | February 03, 2009 at 08:18 AM
What where you people thinking when you chose the two brother's ad as the winner. Do you realize how many children watch the super bowl and now think it is okay to smash a vending machine and take what they want. Isn't there enough violence in this world, do you have to have a commercial that can insight more. Don't you realize that children copy what they see on TV. How many time's have we seen a child copy thing's on TV? I didn't think the commercial was worth a bag of chip's never mind one million dollars to act like a thief. Shame on your company. I will never buy your product's again.
Posted by: dee | February 03, 2009 at 08:38 AM
Re: Dee: I appreciate your candid feedback. The "Free Doritos" ad was selected as the winning ad by consumers as part of the Doritos Crash the Super Bowl contest. Again, thanks for your comment.
Posted by: Chief Blogger | February 03, 2009 at 09:20 AM
Hi Dave- can you give a little more detail about this promo... you mentioned there were 2,000 entries, and 5 were voted tops. Where was the campaign promoted (online? blogs? products? etc.)? Was the turnout as expected or greater? How was the cost of this campaign related to others run for Doritos? How many hits on the website? etc. Any other insight you can offer publically? I thought this was creative genius (similar to what Ford did in the past) and I'd like to use the info in a class presentation for an INtro to Marketing class. thanks!
Posted by: Suzy | February 03, 2009 at 06:12 PM
Re: Suzy. Doritos CTSB promotion would make a great case study. The Doritos CTSB contest started with a consumer insight -- that today's teens and young adults want to be in control -- and that they have a command of technology that allows them to control how and when they consume media, or even create it. This is the 3rd year we've done the CTSB contest, and we were one of the first companies to use consumer-generated ads. Marketing info and details about the program and our win are best captured at:
http://www.usatoday.com/money/advertising/admeter/2009admeter.htm
CTSB contest overview info at:
www.snackstrongproductions.com
Thanks for your interest, and please let me know how the class goes.
Posted by: Chief Blogger | February 04, 2009 at 11:53 AM
I agree with Angela and Dee. I saw nothing funny about throwing a magic ball at a vending machine and stealing the products. As a vending machine owner, we have already purchased your products and so we are the ones losing out. Shame on you for blaming the consumers for picking the best ad. Frito-Lay is the one who paid for the $3 million dollar ad. Use better judgement. I have removed all Frito-Lay products from my machines.
Posted by: Diane Reimer | February 05, 2009 at 07:15 AM
Re Diane: Thank you for your comment. We value the excellent partnership that Frito-Lay has with the vending industry, and will take your feedback into consideration moving forward.
Posted by: Chief Blogger | February 05, 2009 at 12:07 PM
While the Doritos commercial has caused all manner of excitement (both positive and negative) amongst consumers, I am curious about another commercial of yours. I saw an ad on TV for Lays that was sunny and relaxing and had an interesting song in the background. I am very curious who the artist for the song was, but after exploring your website have been unable to find this information. Do you know where I could find this out? I feel sorry for the musician(s) that their work cannot be found very easily.
Posted by: Laura | February 06, 2009 at 10:51 AM
Re: Laura; I'm glad you're enjoying the new Lay's commercial! The band is Slow Club, the name of the song is "Drinking, Thinking, Sinking, Feeling," and you can find the song on i-tunes. Thanks for your comment!
Posted by: Kristin | February 08, 2009 at 09:29 AM
a new low in a crass world...theft of goods
(doritos commercial)
Shame.
Posted by: GJW | February 08, 2009 at 06:03 PM
"Ai, Yi, Yi, Yi, I miss the Frito-Bandito, I like Fritos Corn Chips, I love them I do, I want Fritos Corn Chips, I'll get them from you. Give me some Corn Chips and I'll be your friend."
This silly old TV ad is {still} Politically Incorrect.
Yet, throwing a "glass" ball at a vending machine, destroying property, creating a hazzard and stealing what is inside the vending machine is considered worthy advertising? Someone said, "Exciting"?
People, wake up!
Posted by: Sheree | February 09, 2009 at 10:28 PM
What has happened to the sense of humor in the American Household? Do you really think you children will go out and smash up vending machines because of a Doritos commercial? It is our job as parents to teach our children moral and right from wrong. Not TV. If you are worried your children will be influenced to turn into hood-rats because of this commerical - turn off your TV and spend some quality time with your children!!!! Laugh a little America!
Posted by: Suzie Homemaker | February 10, 2009 at 07:41 AM
Hello Suzie,
First of all I can 'feel' the anger in your post. Why are you angry? I believe we all know that this commercial was not intended for children. I don't believe any of the ad's for Super Bowl Sunday were aimed at children.
Second, IMO this commercial was not even close to being funny, was it suppose to be? LOL
Third: Do you know what happens when a society begins to decay and die out?
Ans: A dying society loses its morals and the last one to go is tolerance.
Think about it.
Posted by: Sheree | February 10, 2009 at 06:30 PM
Hi Sheree,
I'm sorry my post came across as angry, but I just don't really understand how people think a commerical will cause people to think its okay to go out and smash up vending machines. It's a JOKE!
Yes, I thought the commercial was funny. The family and friends I watched the superbowl with thought it was funny also - we all laughed out loud. Obviously America thought it was funny since it was the #1 on the USA Ad meter.
I really dont think our society is dying....but to each their own.
Posted by: Suzie Homemaker | February 11, 2009 at 03:06 PM
Hello Suzie, Thank you for your post. I am responding to your misinterpretation of the muse. The muse doesn't mention our society.
There are millions of societies past and present. Many have died or are in decay. Though I am wondering why you thought the muse was aimed at American Society?
Sheree
Posted by: Sheree | February 13, 2009 at 08:31 AM