Doritos aims to target young male technocrats aged 18-35 by creating a mascot that could be featured in Guardians of the Galaxy 2. This mascot would be voted for through social media. Doritos' communications program will use various online, mobile, social media, and offline channels to convince this target audience that the brand will provide excitement and impress consumers positively. The strategies include launching an online commercial, developing a Doritos Dream app, increasing engagement on platforms like Facebook, Twitter and Instagram, and holding secret launch events.

2. OBJECTIVES
Targeting young technocrats mainly men 18-35
Create a mascot for Doritos to win and be featured in
the new Guardians of the Galaxy as a minor role
Voted by peers through social media (youtube)

3. Age 26,
lives in the
city, single
man
working in
a business
firm. Enjoys
working out
and
spending
time with
friends
Education: university
Hobbies: Watching
movies, boys night
watching football
Worries: Sustaining his
career, and balancing
family life

4. Creative Strategy Statement
Our communications program will convince male 18-
34 young technocrats, and metro singles that Doritos
will impress consumers in a positive way, give them
a feeling of excitement to engage them in our
program.

5. Different IMC programs
• Online Communications
• Mobile marketing
• Social Media
• Offline Communications
• Out of Home
• Event Marketing
• Sponsorship
• PR
• Metrics

6. Overview
Online communications- commercial launched in January
Mobile Marketing- Doritos Dream app
Social Media- Facebook, Twitter, Instagram, youtube
Offline Communications- posters, ads in magazines
(comic magazines)
Out-of Home- billboards

7. Continued..
Event Marketing- secret launch event downtown
Toronto
Sponsorship- Superbowl, Comic Con
PR- launch event, and press release
Metrics- facebook likes, shares, twitter retweets,
favourites, youtube comments