- Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
- Why did the use of social media play such an important role in the success of the Doritos marketing campaign? How does this relate to age cohort analysis of the 19-year-old male market?
- Explain the role of the “brand stewards” and how they helped to enhance Doritos brand personality.
- How important was the new look given to the Doritos packaging? Would this have a global appeal? Explain.
- Why would marketing Doritos to both the actual and ideal 19-year-old male market appeal to a way range of consumers? Explain.
