/ doritos late night d-tour
Late night is primetime for detours, fueled by our endless scrolling on our phones to discover new worlds, new trends, and endless possibilities that only come to life after dark. And with that hunt for adventure comes a hunger for bold tastes that only Doritos Late Night can satisfy.
the ask
In 2023, Doritos dropped its next big hit: Doritos Late Night Loaded Taco. And as the exclusive home for these chips, Kroger wanted to raise awareness for Doritos’ newest Late Night flavor and drive traffic to stores to see what all the hype is about.
the approach
We seized the opportunity to bring the surrealness of the online experience to life with the Doritos Late Night D-Tour. Wherever exciting experiences were happening—from concerts to sporting events and everything in between—we made sure Doritos Late Night was always part of the snacktion, with a bold mobile experience that teleported flavor fanatics into the otherworldly sights and sounds of their late-night scroll, Doritos in hand!
Alongside the mobile tour, we got the word out for this exciting new flavor with custom POS in stores, event posters, and a full court press throughout digital media, including a landing page, digital ads, and social content. Plus, we sent targeted flavor kits to key influencers, who got in on the fun to add some extra crunch to FYPs everywhere, pointing fans to Kroger to pick up this certified trending snack in-store.
the results
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$6.5MM Sales
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1.5MM Units Sold
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100 Million+ Impressions
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80,000+ Samples Served
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5 Tour Stops