Doritos Ketchup chips have re-launched in Canada and the company has curated a brand new streaming platform as part of its marketing efforts. The initiative definitely fits with the times as many consumers remain at home due to COVID-19 fears.
The Doritos Ketchup + streaming platform boasts specially curated content, including spoofs of earnest sports documentaries, abstract expressionism, fringe conspiratorial programming like Ancient Aliens. The campaign also engaged influencers on different topics like comedy, fashion, cooking, and more. To source talent, Doritos tapped Toronto-based platform Flare Studios which pairs content creators with brands.
Given the dynamic marketing approach, the emphasis on youthful short-form entertainment, and the encouragement for self-expression, it comes as no surprise that the company was targeting the Gen Z demographic.
The Doritos Ketchup + chips are currently being sold at retailers such as Walmart.
Image Credit: Doritos
What's Driving This Trend
- Streaming-based Marketing
- Opportunity for brands to leverage streaming platforms as a marketing tool.
- Curated Content
- Opportunity to create unique and engaging content tailored to specific target audiences.
- Influencer Partnerships
- Opportunity to collaborate with influencers to amplify brand messaging and reach.
Who This Affects Most
- Food and Snacks
- Disruptive innovation opportunity for food and snack brands to incorporate streaming-based marketing campaigns.
- Entertainment and Media
- Opportunity for entertainment and media companies to create and monetize curated content on streaming platforms.
- Advertising and Marketing
- Opportunity for advertising and marketing agencies to facilitate influencer partnerships for brands in streaming-based marketing campaigns.
