Doritos
FRITO-LAY
GOODBY, SILVERSTEIN & PARTNERS
Andy Grayson Brand Strategist
Claudine Cheever Deputy Dir.-Brand Strategy
Kelly Johnson Acct. Dir.
Robert Riccardi Mngng. Part.-Dir., Acct. Services
Jamie Barrett Part.-Creative Dir.
Will McGinness Creative Dir.
Gena D’Angona Acct. Mgr.
Mary Ashley Chenoweth Acct. Mgr.
Jessica Perez Asst. Acct. Mgr.
OMD
THE MARKETING ARM
KETCHUM
TPN
SNACK STRONG PRODUCTIONS
How do you create marketing relevant to a generation of 16-to-
24-year-olds? You ask them to create it with you. In 2007, to reverse
declining sales stemming from years of inconsistent marketing that
had failed to shift gears and stay relevant to the heaviest-using
consumers, Doritos created “Snack Strong Productions.” This campaign treated Doritos less like a chip company and more like an
entertainment company, repositioning Doritos’ core youth audience from snack eaters to co-authors of the Doritos brand.
Ocean Spray
OCEAN SPRAY CRANBERRIES
Ken Romanzi CCO
John Stephans Mktg. Dir.
ARNOLD WORLDWIDE
Pete Favat CCO
John Petruney Sr. VP-Exec. Creative Dir.
Mary McLaughlin VP-Dir., Brand Promo.
Caroline Winterton VP-Acct. Dir.
ZENITH
Joanne Accarino Sr. VP-Comm. Dir.
WEBER SHANDWICK
Dorree Gurdack VP
CONNELLY & PARTNERS
Robert Guay Dir.
STRAIGHT FROM THE BOG
This campaign turned around a long-trusted American brand and
brought it back to consumers’ hearts and refrigerators. By connecting the brand in an emotional way and telling consumers
about the powerful health benefits of the brand, the campaign
managed to turn around a company that had seen declining
sales for more than years. It was achieved with a fully integrated
campaign that brought the bog to the consumers so they could
discover the great taste, health and heritage of the cranberry.
