| Title | Reassurance |
| Agency | AMV BBDO |
| Campaign | Friendchips - Walkers |
| Advertiser | PepsiCo Inc. |
| Brand | Doritos |
| Posted | September 2003 |
| Product | Dippas |
| Business Sector | Cocktail Snacks |
| Tagline | Friendchips |
| Philosophy | CREATIVE STRATEGY Research revealed the revivifying effect that a shared pack of Dippas can have on a conversation. The ritual of passing round the bag of chips and piling on some dip seemed to perk everyone up. Understanding Doritos personality was also key. Whilst Walkers was seen as a down to earth, populist brand with family values, Doritos was seen as a brand with a more adult personality more daring, irreverent, and uninhibited almost like a lager brand. It was important to reflect this in the tone of execution and the media placement. The advertising proposition became 'Doritos Dippas perfect for chilling out with your mates.' The creative idea Friendchips was rooted in this insight about the mood and sociability associated with evening snacking and Doritos Dippas. In the spots, a group of young people sat around chatting, with the product acting as a catalyst for conversation. The mood was light, the conversations were frivolous, risqué and witty - the perfect night in with mates. OTHER COMMUNICATIONS PROGRAMMES For the launch period in the UK, Walkers developed special promotional chip n dip sample packs of Doritos Dippas. However the main push was behind point-of-sale. Special bays were constructed in supermarkets, which allowed Doritos Dippas dips and chips to be merchandised together for the first time. In Spain point-of-sale materials were developed to specifically illustrate the dipping habit, which was totally new in Spain. Also, promotions were used to generate trial around the launch buy one bag of Doritos Dippas and get a jar of dip free. In-store sampling was also used 300,000 free samples of the dip were given away and there were more than 400,000 tastings of dips and chips on the shop floor. MEDIA Television Point-of-Sale Sales Promotion TOTAL MARKETING EXPENDITURE 5 million to 10 million MEDIA STRATEGY TV was the sole medium used for the Friendchips campaign as it reached people during the evening snacking occasion. Programmes were chosen where people were more likely to be chilling out with their mates. Besides typical 18 to 34 programming, also shows that appealed to the forever young group were selected for spots. |
| Problem | SUMMARY In 2001, Doritos Dippas Dips and Chips were launched as the evening snacking solution with a view to providing Walkers with a vital source of growth in a mature and static market. Since evening snacking is a sociable not solitary affair, the Friendchips campaign captured the mood of evening snacking perfectly. The campaigns success in the UK was replicated in Spain, with outstanding sales results. CAMPAIGN OBJECTIVES - Launch Doritos Dippas Dips and Chips as the evening snacking solution - Make dipping a more mainstream everyday activity - Ensure that the Doritos Dippas brand owned the relaxed mood and sociability associated with evening snacking, thus becoming the brand as well as product of choice for this occasion. TARGET AUDIENCE Young people aged 18 to 35 (or those forever young), with busy lifestyles, who were sociable and strong minded, where the role of snacking is more emotional (more likely to indulge as a treat), and an experience to share with friends or a partner. |
| Media Type | Television & Cinema |
| Length | |
| Market | United Kingdom, Spain |
| Account Planner | Annabelle Watson |
| Advertising Manager | Jon Goldstone |