Don’t do what Doritos does.

5 Mar

Crowd-sourcing. It seemed like a great idea at the time. Imagine getting the people who already love your brand to do your advertising for you. We’re not just talking word of mouth, either. Why not get them to make TV ads, radio ads, print ads. FREE. It’s not like the agency has come up with anything great lately – they’re all too concerned with their Lions and their Pencils to really understand the brand. And like they need the money, what, with their Damien Hirst artworks, 80s Porsches and expensive replica modernist designer furniture.

So here’s the big idea.

For the second year running, the Doritos: You Make It competition takes its very best shot at permanently destroying the Doritos brand. Even the print work promoting the competition twists the dagger deeper. This is the kind of advertising people should be fired for.

But wait, it gets worse. Check out the best ideas Doritos fans could possibly come up with when the competition last ran. Doritos, I hate to be the one to tell you this, but your biggest fans are all high. All the time. I’m not even sure these people are qualified to be in charge of the Xbox controller. Don’t make them do stuff. And for God’s sake, don’t let them contribute to your brand experience.

That is all.

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