Doritos becomes the no. 1 sharing brand in impulse

Doritos has become the no.1 sharing brand in the impulse channel, outperforming the category and growing at double the rate of its nearest competitor.

Cross promotion has proved to be a winning formula, as Doritos Dip Desperado, the social media game launched earlier this year to drive linked chip and dip sales, has not only secured Doritos to the top spot, but resulted in a 22% increase in sales of Doritos’ dips.

Adriana Ribeiro, marketing director, sharing comments, “It is clear from the success of Doritos Dip Desperado that cross merchandising yields substantial rewards for retailers and manufacturers alike, growing the category and increasing basket spend by offering consumers convenience and value for money. Sharing is the growth engine of the CSN category and it’s fantastic to see Doritos featuring as the top seller in this hugely important sector.”

The ‘Fire and Ice’ campaign launched in September saw the introduction of a spicy Doritos Jalapeno fire flavour and a cooling Pepsi Max Citrus Freeze. The jointly integrated sales and marketing programme has been designed to maximise the ‘big night in’ trend and drive hot cross promotional sales.