PROFILE CAMPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW

PRODUCT PROFILE 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’ Unique selling point: 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. Ownership: 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. PepsiCo background: 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 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. PROFILE CAMPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW What is the company structure? Frito-Lay: 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. Other products/brands under the same ownership: PepsiCo/Frito-Lay sells many of the world’s most popular snacks and drinks going. These include popular snacks such as Pepsi & Doritos. Target market: The target audience for Doritos is usually aimed towards males between the ages of 15-30

CAST AND CREW PROFILE CAPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW Matthew Troop 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. Oscar Dove Phone: 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. Kieran Thompson-Oliver Phone: Character Background: 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.

ADVERTISING CAMPAIGNS The March 2013 Advertising campaign On March 6 th 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. PROFILE CAPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW The ‘new’ universal logo for Doritos commencing OLD STYLE LEFT -NEW STYLE RIGHT

LEGAL & ETHICAL PROFILE CAPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW

TARGET AUDIENCE PROFILE CAPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW WHAT WILL THE TARGET AUDIENCE BE DEFINED BY? 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. 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. 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.

PRODUCTS PROFILE CAPAIGNS LEGALITIES TARGET AUDIENCE PRODUCTS CAST & CREW TV ADVERT There will be a televised advert made using the moodboard to your right. 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. 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. PRINT ADVERT 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.