I feel this advertisement does an excellent job persuading consumers to buy Doritos within the 30 second time frame of the commercial. This commercial incorporated a plot, showcased the product, and showed the brand name all in half a minute. The commercial starts out as a women answers the door for her date. The woman then introduces her son to her date and leaves the room for a moment. While the son and mother’s date are alone in a room, the date tries to schmooze with the child, but makes the mistake of grabbing one of his Doritos. The little boy slaps his mother’s date, motions for him to put the Dorito back, and tells him to keep his hands off his mom and his Doritos.
The little boy hitting his mother’s date conveys to the audience that Doritos are superior to other snacks because not only is the little boy not willing to share them, he will fight for them. By showing that Doritos are superior to other snacks, this advertisement’s message conveys that Doritos are not a homogenous shopping product, but a heterogeneous product to the receivers who are the potential consumers.
The competitive environment for the snacks market is extremely aggressive because not only are there a lot of snack products in the market, there are also a lot of off brand products that are almost duplicating brand name products. The actors in the commercial lead the customer to believe that Doritos are a delicious snack because the boy is as protective of his Doritos as he is his mother. The commercial also ends by showing the Doritos logo; both of these tactics used together gives the product gratification and the brand recognition.
This advertisement packs a powerful punch for the small time slot given for the commercial. While it is necessary for any commercial to influence the customer to buy their product, it is especially important for this commercial to be successful because it was aired during the Superbowl in 2010 and the cost of getting one of the coveted commercial spots is extremely high. Doritos deserves a pat on the back for not only for successfully marketing their product, but providing their potential customers with a good laugh.
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