Doritos Stays On-target with Millennials

Last weekend, I attended my 45-year high school reunion in Whitefish Bay, Wisc., and after visiting with the other 65 classmates who showed up, I realized, as my friend Steve commented after the reunion, "We are really lucky that we went to high school with wonderful people." The reunion also made me appreciate how much things have changed for teens and young adults -- for better and for worse -- since I was in high school.

When I was a teen in 1964, we were influenced more by Ricky Nelson on Ozzie and Harriet than The Beatles, who were just beginning to launch a cultural revolution.  And, we had (what seemed like) endless career opportunities post-graduation, fueled by a growing economy.  Ninety-five percent of my graduating class of 246 students attended college, and as I read through the graduate profiles at the reunion, I was impressed that the majority also achieved successful careers.  

Unfortunately, the economy is a lot tougher for today's teens and young adults.  Last week, Catherine Rampell reported in The New York Times that while total unemployment in the United States hit a staggering 9.7 percent, unemployment for teenagers (ages 16-19) hit 25.5 percent, its highest level since the Bureau of Statistics starting keeping track of such data in 1948.

At Frito-Lay, our Doritos brand team targets these teens and young adults, who are known as Millennials, and are much more tech-savvy than we were. Keeping up with their lifestyles, preferences and challenges –- such as the social media tools they use to communicate and the economic downturn they face today -- is key to the brand’s success.  

So, to support and inspire this growing group, Doritos launched three major initiatives this fall that target today's Millennials. (I'll blog about a fourth program when it launches in early October.)

First, for the “gamers,” Doritos is running the Doritos Unlock Xbox promotion again his year, where consumers are invited to develop their own Xbox Live Arcade Game for a chance to work as a Doritos gaming consultant and win $50,000!

And, as we blogged about last week and USA Today announced,  Doritos has launched a bigger and better version of Crash the Super Bowl this year, in which consumers are encouraged to create their own Doritos ads to air during Super Bowl XLIV –- but with a twist.  If the three consumer-created ads that air during the Super Bowl game take the top three spots in USA Today’s Ad Meter, the ad creators will win $5 million! 

Lastly, Doritos recently introduced a new flavor of Collisions called Cheesy Enchilada and Sour Cream. These complimentary flavors were top picks in recent teen panels.  Doritos fans appreciate that Collisions bring value to the table by offering two varieties of chips in one bag. 

I think the Doritos team is doing a great job of staying on-target with the Millennial audience through these three promotions.  The brand even launched a profile on Twitter this month to keep in touch with consumers via the popular channel (@DoritosUSA).

I also believe that as painful as the current recession may be for teens and young adults, it will help to positively mold their character, and they will become the next great generation.  And, someday, when they're attending their 45-year reunion, it will be as joyous as mine was.  What do you think are the unique opportunities and challenges facing today's teens and young adults?

Comments

[Michael]

THANK YOU for bringing back the Smokin' Cheddar BBQ flavor!! It is simply AMAZING!