The Brief

Research indicated that most youngsters enjoy snacks at night, so Doritos decided to increase the sales by presenting the new product “Late Night”. How can we make consumers recognize and purchase the new product?

Describe how the promotion developed from concept to implementation

The truth is…...The youngsters in Taiwan don’t care about snacks.Instead, their attentions focus on the pop stars, and interesting news around pop stars. So we decide to reverse the Taiwan most sunshine idol into a night club star and create unexpected news.

Describe the success of the promotion with both client and consumer including some quantifiable results

“Late Night” became No.1 seller of CVS market only in 3 days, and made Doritos brand revenue increase 18% in 2011. The press conference attracted every media in Taiwan to report this big event.

Explain why the method of promotion was most relevant to the product or service

Lu is the most famous sunshine pop star In Taiwan. His famous song “Eating Breakfast is a rock ‘n’ roll style” makes all youngsters crazy about him. We totally reversed Lu's image in youngsters' mind. He and the product presented the entertaining image and the spirit of night. Even share the same name “Late Night”. Meanwhile, He released a” Late Night” album. He and his new album successfully raised the TA’s interest to the campaign. In addition, we transformed their desire to action. The youngsters can exclusively get this album by scanning the AR code on the package. The package is a new form of the album.