Frito Lay Canada breaks Doritos Collisions campaign
Frito Lay Canada has begun a campaign for a product called Doritos Collisions, which consists of two flavours of chips in the same bag. The campaign consists of online materials, television, outdoor and mobile advertising. The creative depicts a battle between a cowboy, representing the "Hot Wings" flavour, and a Parisian, representing the "Blue Cheese" flavour. The ads direct viewers to a website at <http://www.battleinabag.ca> where visitors can vote for which flavour they prefer. Voters will then be redirected to a Facebook group for that flavour. The campaign also includes an out-of-home element described by the company as the first of its kind in Canada. The cowboy and Parisian characters will be projected on walls in seven Canadian cities. Passers-by can use text messages to make the characters interact with each other. The projections will run Thursday through Saturday nights in high traffic areas in Toronto, Montreal, Halifax, Winnipeg, Calgary, Edmonton and Vancouver through the month of June. After that, a 60-second commercial will run in theatres in Vancouver, Calgary and Toronto in July. The campaign was developed by Proximity and BBDO. OMD and OMD Digital handled the media buy. "The Doritos brand is all about putting the consumer in control," said Beverly Altberg, Doritos marketing manager at Frito Lay Canada. "The Collisions campaign is one of our most exciting yet in that it offers control with the flavours as well as the advertising."