|Doritos Mystery Flavors
By: Len Kornblau
A tantalizing or perhaps “taste-lelizing” promotion/test has been created by Frito-Lay for their Doritos brand.
Three secret flavors of Doritos “Jacked” have been wrapped in silver packaging without a description. Customers are invited to guess the flavor online with a chance to win $1,000.
The most popular mystery flavor will be introduced and unveiled in the fall.
That’s a clever way to run a consumer panel test on a huge scale! And get tons of PR in the process.
Imagine some other marketers doing that; say, Coke or Pepsi. That might have discouraged “new” Coke or that abomination, Pepsi Clear.
Tide could test new scents.
Glade could try new aromas.
The possibilities are endless for fun ways to get consumer feedback.
Ah, but what about the backlash?
What happens when your favorite flavor, scent, aroma, or additive loses? You can’t get it anymore. Do you stop buying the brand altogether? Do you switch brands in protest?
The real mystery awaits!
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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