The truth behind Doritos fans

The truth behind Doritos fans
SHARE
THIS



An Aussie made Doritos ad has made the final five in the snack’s annual ‘Crash the Superbowl’ competition – and EMMA has unveiled research that reveals the hidden truth behind Doritos consumers.

According to EMMA (Enhanced Media Metrics Australia), a love of technology and social media is key for Australian Doritos fans.

With almost 3 million views on YouTube for the ‘Finger cleaner’ ad, coupled with 67% of Doritos fans saying they like watching short videos online, it seems that fans are using social media to give the Aussie ad its best chance to shine on the international stage.

EMMA also found that 75% of Doritos consumers say the internet is an integral part of their lives, and 60% enjoy using social networking sites.

People who eat Doritos are most likely to be students aged between 14 and 29, spend a lot of time online playing games, buying and selling on sites like Ebay, and reading blogs, news, entertainment and sport.

In general, Doritos consumers also spend less time watching TV than the general population, but go to the cinema more. They are also heavy magazine readers, particularly of titles such as Game Informer, Fast Fours & Rotaries, Official Xbox 360 and PC Powerplay.

Jane Nicholls, commercial director at Ipsos MediaCT, said: “As well as an online presence, it may be worth Doritos planning for some of its media investment to go to magazines, given Doritos consumers are such heavy magazine readers.”

Kate Platter, from Ipsos ASI, added: “We think the ‘Finger cleaner’ ad is going to be a clear winner on visibility – people will remember, talk, tweet and post about this ad.”

The winning Doritos SuperBowl ad will screen during the SuperBowl on February 2. 

Please login with linkedin to comment

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]