1 Samantha Moore Ms. Knight PRCM 2500 October 11, 2016 Doritos “No Choice” Campaign A Dorito and the presidential election may seem like an unlikely pairing, but this September, Frito-Lay launched a creative campaign that incorporates the two. In an effort...
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1 Samantha Moore Ms. Knight PRCM 2500 October 11, 2016 Doritos “No Choice” Campaign A Dorito and the presidential election may seem like an unlikely pairing, but this September, Frito-Lay launched a creative campaign that incorporates the two. In an effort to encourage millennials to vote, Frito-Lay has partnered with Rock the Vote for a unique approach to encourage voter registration among the 18 to 24-year-old demographic. Youth in America have the lowest voter turnout among any age group eligible to vote. Because Dorito’s tagline is “For the Bold,” Doritos has created this campaign as a bold approach to encourage voter turnout. Doritos has created special packaging and chips that taste like cardboard. The limited edition bags are entitled “No Choice” and do not contain real Doritos. These special packages were created for young Americans who have not yet registered to vote. Frito-Lay and Dorito want to demonstrate that “if you don’t vote, you don’t get a choice.” Dorito notably uses
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