At the flavour idea collection phase, for fast awareness and high participation, all mass media was heavily used; TV spots, rich banners at popular websites, radio DJ talks, seeding at social media, high frequency outdoor networks.At the second phase, we invited to Turkey to vote for three finalist products on the shelves.While heavy TV campaign- with 3 flavours, three spots- was on air, we developed a “media partnership” with Turkey’s biggest media group to host our campaign as a “media content”.We had one full episode of Turkish serial (90 minutes!) written based upon DORITOS campaign.

Talk show anchormen invited our finalist to their programmes. A very famous newspaper column writer became “media spokesperson” at the highest circulating newspaper, he made interviews with the winners, and write at his column about the campaign regularly. We used TV channels' and newspapers’ websites for our campaign advertorials and banners.

100,000 flavour ideas, 250,000 votes were collected; ½ from youth target group, ½ from other age groups. Also ½ from Istanbul, ½ from the rest of Turkey.

Results proved that we had reached “larger target groups, covering Turkey”, A first for DORITOS, as the brief task itself!During our campaign, DORITOS volume increased by 10%.DORITOS’ major KPI’s significantly increased; TOM score +3 points, “fun, popular” score +5 points, “has nice flavours” score +10.