Doritos is supporting the launch of its new Heatburst range in the UK, with a two month TV campaign that builds on its ‘For the Bold’ positioning. Developed by AMV BBDO and PepsiCo, the new campaign, starring a baby dragon, is set to heat up the snacks market with Doritos Heatburst, the latest addition to the PepsiCo portfolio in the UK.
Available in two varieties, BBQ and Chipotle Cream, it’s the intense two-flavour experience that makes Heatburst unique. First you taste the delicious flavour of BBQ or Chipotle Cream, before your mouth is flooded with heat as mini chilli capsules burst when the chip is crunched, creating a deliciously spicy sensation.
The Doritos baby dragon will be making his television debut on 4th March and, just like Doritos Heatburst, this cheerful little creature will unleash the heat. Watch the drama unfold as his new owner quickly finds out he never knows when this little dragon is going to fire up! The TV launch will be supported by a huge digital campaign, using the hashtag #HeatWillCome, across Facebook, YouTube, Twitter and Instagram, featuring ‘behind the scenes’ content of the baby dragon at the TV Shoot.
The campaign highlights how the brand is continuing to push the limits of snacking to offer shoppers unrivalled flavour experiences, this time with the launch of a dual flavoured tortilla chip.
Andy Hawkswell, Marketing Manager at PepsiCo, comments: “Doritos is already an incredibly popular brand and the launch of Heatburst, a revolutionary new snacking experience that is truly ‘For The Bold’, will add even more excitement to the range.
“Doritos attracts a wide audience, but we believe its recent success has been driven by the ‘for the Bold’ positioning, with strong digital campaigns which appeal to a younger adult audience and help to drive a greater point of difference within the snacking segment. We are delighted to introduce our latest new mischievous TV and digital campaign, which will create awareness and stimulate demand for Heatburst, driving sales for retailers as well as incremental growth in the category.”
Source: Little Black Book
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