Someone once told me that baby boomers believe that anyone older than them is, well, old -- while anyone younger than them is “their age.” This attitude definitely describes me, but occasionally I get jolted back into reality.
Case in point: The other day I was talking to Michael Fox, Brand Manager for the Doritos team, about the launch last week of Doritos Flavor Shots. He said to get the word out about Flavor Shots, his team was doing a mobile product promotion.
I figured he was talking about driving mobile vans adorned with big Flavor Shots signs around the country -- a common marketing tactic I used about 15 years ago. But as we talked further, I realized he was referring to reaching consumers through their mobile devices -- like cell phones -- a much more recent marketing development. So much for me being hip.
Doritos Flavor Shots is a bag of Nacho Cheese Doritos with an intense-flavored seasoning packet inside. You can find them at convenience stores in two flavors –- Blazin' Buffalo Rush and Atomic Chile Limon.
"Flavor Shots targets 19-year-old males, who shop convenience stores," Michael told me. "They crave intense flavor experiences to spice up their day. Some people sprinkle the powder packet into the bag, shake it up and then eat the chips. But others are bolder -– they pour the powder seasoning directly on a chip, getting a more explosive taste experience."
You can register for the Doritos Flavor Shots mobile promotion by texting "BLAST" to shortcode CHIPS (24477) from your cell phone. Or, you can go to DoritosFlavorShots.com and register online. Either way, you’ll receive blast text messages, and by responding, you’ll have the chance to win intense prizes -- like a race car driving school experience or flying in an MIG aircraft. Be sure to read the official rules on the Web site, and keep in mind that to win, you have to respond quickly.
The mobile promotion will also be supported by fun radio commercials and in-store marketing materials. But the one thing you won't see any time soon is a mobile van driving around the country with Doritos Flavor Shots painted on the side. Unfortunately. How will you eat Flavor Shots?