PepsiCo is continuing its support package for Doritos Dinamita, driving awareness of the new product among young adults through a series of sampling activations in high footfall areas.
Doritos Dinamita was initially sampled at The O2 venue last month, joined by a DJ in a branded jeep (above), making an unmissable mark throughout the day and into the evening. The location was specifically chosen to target Gen Z, getting products in their hands and encouraging them to visit their local convenience store for more.
The fiery snack joined PepsiCo’s Extra Flamin’ Hot line up in February as a convenience channel exclusive, in a popular pricemarked format.
Ed Merrett, wholesale controller a PepsiCo, said: “As a channel exclusive, we’re committed to maintaining support for Doritos Dinamita beyond its initial launch, helping our retail partners stand out. We want to capture younger shoppers’ interest with this great product, but we also need to be driving them to convenience stores to pick up their next pack.
“By targeting high footfall areas where we know Gen Z shoppers are gathering, we can stand out within a competitive category and engage our target audience with a spicy snack we know they’ll love.”
The Doritos Dinamita sampling tour then continued at shopping centres in London and Manchester and is being supported with social activation as well. This means retailers across the country can benefit from the message that Doritos Dinamita is here, and that it’s only available at local convenience stores.
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