Agenda Introductions 2007 Strategic Breakdown Calendar Activation Review/Feedback

Introductions

2007 Strategic Breakdown

Calendar Activation

Review/Feedback

“ Millennials” = the older teen, young twenties portion of “Gen Y” (16 -24) Ever-changing interests Rarely brand loyal Crave a stage Fascination with the digital world Doritos Consumer: Snapshot

“ Millennials” = the older teen, young twenties portion of “Gen Y” (16 -24)

Ever-changing interests

Rarely brand loyal

Crave a stage

Fascination with the digital world

Their Digital World … Tech savvy Mastered multi-tasking with media Internet 2nd most-consumed medium 3+ hours online per day See media as form of self-expression Doritos Consumer: Snapshot

Their Digital World …

Tech savvy

Mastered multi-tasking with media

Internet 2nd most-consumed medium

3+ hours online per day

See media as form of self-expression

Their Digital World … 2007 survey among 7,705 college students revealed: 76% use Instant Messaging. 15% of IM users are logged on 24/7 34% use websites as their primary source of news 28% author a blog and 44% read blogs 49% download music using peer-to-peer file sharing 75% of college students have a Facebook account 60% own portable music and/or video device Source: Connecting to the Net.Generation: What higher education professionals need to know about today's students, NASPA; First edition (March 29, 2007) Doritos Consumer: Snapshot

Their Digital World …

2007 survey among 7,705 college students revealed:

76% use Instant Messaging.

15% of IM users are logged on 24/7

34% use websites as their primary source of news

28% author a blog and 44% read blogs

49% download music using peer-to-peer file sharing

75% of college students have a Facebook account

60% own portable music and/or video device

Source: Connecting to the Net.Generation: What higher education professionals

need to know about today's students, NASPA; First edition (March 29, 2007)

Doritos set out to re-engage its core “Millenial” consumer group Declining relationship Trouble connecting Doritos Consumer: Challenge

Doritos set out to re-engage its

core “Millenial” consumer group

Declining relationship

Trouble connecting

The Big Idea: Put Them in Control

Pioneered consumer-generated content Encouraged self-expression Turned over largest stage possible Put them front and center Digitally driven Tapped into tech-savvy multi-media masters The Big Idea: Put Them in Control

Pioneered consumer-generated content

Encouraged self-expression

Turned over largest stage possible

Put them front and center

Digitally driven

Tapped into tech-savvy multi-media masters

Digital Tools: Driving Entrants September 2006 Call to Action

Digital Tools: Driving Entrants October – November 2006 Engage Them Where They Are Online

Digital Tools: Driving Entrants October – November 2006 LiVEJournal Blogspot Engage Them Where They Are Online

Digital Tools: Driving Entrants October – November 2006 iFILM Cutting Right To The Core: Aspiring Film Makers Videomaker.com

Digital Tools: Finalist Voting January 2007

Digital Tools: Finalist Voting January 2007

Digital Tools: Viral Videos January 2007

VERY Viral Winner February 2007

Beyond Digital: Mainstream Media September 2006 – February 2007

Results: Reached Core & More 12% sales increase 1,000+ entries 2 million hits on contest Web site 1.3 billion media impressions PR = $35 million in ad value

12% sales increase

1,000+ entries

2 million hits on contest Web site

1.3 billion media impressions

PR = $35 million in ad value

Results: Re-Engaged the Core Engaged thousands on viral/social networking sites In the four months leading up to the Super Bowl Doritos was the No. 2 brand capturing share of blog discussions about Super Bowl ads Nearly 200 target-right blog/web chats 100+ college newspaper/newsletter stories 1,000+ mentions on youth-focused radio stations

Engaged thousands on viral/social networking sites

In the four months leading up to the Super Bowl Doritos was the No. 2 brand capturing share of blog discussions about Super Bowl ads

Nearly 200 target-right blog/web chats

100+ college newspaper/newsletter stories

1,000+ mentions on youth-focused radio stations