PROFILE
CAMPAIGNS
LEGALITIES
TARGET AUDIENCE
PRODUCTS
CAST & CREW
Product:
•
The product I have chosen to research is Doritos. Doritos are a nacho
style snack, which come in a variety of flavours. These include ‘cool
original’ & ‘Tangy Cheese’
What is the company structure?
•
Frito-Lay states that Doritos have “bold and unique flavors”. This will
give them an edge on the competition as they are not like your
standard cheese and onion or ready salted flavoured crisps which
have been copied by many companies all over.
•
Frito-Lay is a branch of the PepsiCo company.
PepsiCo:
•
PepsiCo is it’s own company, that not only owns Frito-Lay but many big name snack and
drink companies such as Tropicana and Quaker Oats.
Which company owns the brand? Frito-Lay. Which is also owned by
PepsiCo.
•
•
What is the background of the company? The company started off as
Frito which was owned by a man named C.E Doolin. During that year
a man named Herman W. Lay worked for a business delivering
snacks. He then purchased the company and then formed his own
company called ‘H.W. Lay & Company’. Herman W. Lay and his
product Lays eventually became very successful and Lays are still very
successful in the present day. Then, in the year 1961 the Frito
company and H.W. Lay & Company joined forces to become Frito-Lay,
as they are known today.
The target audience for Doritos is usually aimed towards males between the ages of 15-30
CAST & CREW
PepsiCo is a New York based beverage company, formed in 1902 by a
man called Caleb Bradham. The company originally stared off by
selling Pepsi but then went bankrupt in 1931. Charles Guth then
bought the company. His own company then went on to sue him in
1935 and Loft absorbed Pepsi in 1941 alas successfully suing Charles
Guth for his 91% stake of the Pepsi company, Loft then changed the
brand name to Pepsi-Cola. In 1956 the Pepsi-Cola company merged
with Frito-Lay to become PepsiCo, to which it is still know today. The
company has now gone on to purchase many big brand food and
drinks such as Walkers and Mountain Dew and is now a multi
national, multi $billion industry.
Target market:
PRODUCTS
•
PepsiCo/Frito-Lay sells many of the world’s most popular snacks and drinks going. These
include popular snacks such as Pepsi & Doritos.
TARGET AUDIENCE
Other products/brands under the same ownership:
•
LEGALITIES
Ownership:
PepsiCo background:
CAMPAIGNS
Frito-Lay:
Unique selling point:
PROFILE
PRODUCT PROFILE
Email: matt.troop@sky.com
Oscar Dove
Email: implosivemidlander@gmail.com
Email: kieranthompsonoliver@hotmail.co.uk
CAST AND CREW
CAST & CREW
Kieran also plays a 17 year old male within a college environment, in our advert he will act as
a student, who is also quietly doing his work alongside Oscar and Matt. He goes to
Northampton College, Booth Lane in which he studies Creative Media as a BTEC at level 3.
Kieran is a very shy person who doesn’t particularly talk much unless he is spoken to. When
he is spoken to however, he becomes something of a chatterbox.
PRODUCTS
Phone: 07508719941
Character Background:
TARGET AUDIENCE
Kieran Thompson-Oliver
LEGALITIES
Phone: 07450961159
Character Background:
Oscar also plays an 18 year old male within a college environment, in our advert he will act
as a student, who is also quietly doing his work alongside Kieran and Matt. He goes to
Northampton College, Booth Lane in which he studies Creative Media as a BTEC at level 3.
Oscar is the person who basically begins the chain of passing the food along by getting the
bag of Doritos out of his bag. Oscar is somewhat of a catalyst in the group, he is talkative,
outgoing and knows how to have fun. He is the sort of person who everyone would get along
with.
CAPAIGNS
Phone: n/a
Character background: Matt Troop plays a 16 year old male within a college environment, in our advert he will act as a
student, who is quietly doing his work alongside Oscar and Kieran. He goes to Northampton College, Booth Lane in which
he studies Creative Media as a BTEC at level 3. Matt starts off the beginning of the transitions by passing the bag of
Doritos on to someone from another walk of life, I.e. the builder. Matt is your Mr Nice Guy, he’s friendly, gets on with
everyone and treats everyone equally.
PROFILE
Matthew Troop
-OLD STYLE LEFT
-NEW STYLE RIGHT
On March 6th 2013 Doritos, owned by PepsiCo have decided to advertise their chips
under the slogan ‘for the bold’ and have also decided to display the same packaging on
their bags in 37 different countries, to embrace simplicity and consistency throughout the
world. This advertising campaign will include a TV spot call the ‘’best summer job’’
showing the story of a college aged valet making bold choices which lead to an epic
joyride, which is inspired by Doritos crisps, which should interest the nation and keep
marketing up. This advertising campaign aims to give Doritos more of a ‘global identity’
because of the world being so well connected with social media.
•
The aforementioned advertising campaign is the most relevant to date for the layout of
this advert to be based upon because of the recent change in direction of Doritos.
PRODUCTS
•
TARGET AUDIENCE
The March 2013 Advertising campaign
LEGALITIES
•
CAPAIGNS
ADVERTISING CAMPAIGNS
PROFILE
The ‘new’ universal
logo for Doritos
commencing 2013
CAST & CREW
PROFILE
CAPAIGNS
LEGALITIES
LEGAL & ETHICAL
TARGET AUDIENCE
PRODUCTS
CAST & CREW
TARGET AUDIENCE
TARGET AUDIENCE
The main difference in modern society is that now, the target audience of 16 to 24 year olds has changed, because
16 to 24 year olds spend much more time online, which means what not only will there be advertising in
magazines, but also online in order to meet their new lifestyle.
LEGALITIES
The target audience for Doritos would be for the younger people, between the ages of 16 and 24 because of the
way it is portrayed in adverts of the past and the way the packaging is designed, it is made to appeal to the
younger more active population, because it is almost displayed as something ‘’cool’’.
the adverts that appear in magazines will also refine the target audience down to under 24s
because the majority of the people who look through the corresponding magazines will be under 24 due to the
content they have payed for in the first place.
CAPAIGNS
The target audience for Doritos is and always has ben fairly straightforward, because of the amount of popularity it
has already obtained it can be sold in fast food chains and supermarkets all over the world, and this means that
with the addition of the new universal branding, it can flourish more than ever.
PROFILE
WHAT WILL THE TARGET AUDIENCE BE DEFINED BY?
PRODUCTS
CAST & CREW
PROFILE
TV ADVERT
There will be a televised advert made
using the moodboard to your right.
CAPAIGNS
It involves three college students
discussing sharing a bag of doritos
followed by a montage of sharing, and as
the bag is returned to the original
consumer, they are annoyed that they are
all gone from his bag, slogan ‘not for
sharing’.
CHOOSE YOUR CHAMP
SNACK STRONG.
LEGALITIES
TARGET AUDIENCE
The advert is aimed as a humorous
approach to things, because people enjoy
watching it more than once and the advert
will spread faster amongst the younger
generations, sue to social media.
This is a rough draft for a magazine advert that is going to be worked further upon
In the future, and will be appearing in magazines for active hobby, and entertainment
magazines.
PRODUCTS
PRODUCTS
PRINT ADVERT
CAST & CREW