AGENCY
Goodby, Silverstein & Partners *Lead Agency
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.
Ketchum
TPN
OMD
SUMMARY
How do you create marketing relevant to a generation of 16 -24 year olds? You ask them to create it with you. In 2007, to reverse declining sales & growth from years of inconsistent marketing that had failed to shift gears and stay relevant to their heaviest using consumers, Doritos created the 'Snack Strong Productions' campaign. Snack Strong Productions 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.
