Doritos and Pepsi Max launch cross promotion
PepsiCo and Britvic are launching their first ever UK cross promotion. The ‘Fire and Ice’ campaign will see the launch of spicy ‘Jalapeno Fire’ flavoured Doritos, complemented by a cooling lime flavoured Pepsi Max ‘Citrus Freeze’.
“The ‘Fire and Ice’ promotion offers retailers an opportunity to drive linked purchases, particularly since crisps and snacks are consumed with soft drinks 57% of the time, but only bought together in 13% of cases”, explains Adriana Ribeiro, marketing director, sharing, PepsiCo UK and Ireland. “By leveraging the high sales frequency of Pepsi Max with Doritos’ substantial household penetration, retailers can unleash the benefits of cross-merchandising these products. Our new fire and ice flavours will provide the ultimate catalyst for shoppers to buy both products together more regularly, generating incremental sales across the entire Doritos and Pepsi ranges.”
The new spicy ‘Jalapeno Fire’ flavour follows hot in the footsteps of Doritos ‘Chilli Heatwave’, which is enjoying a substantial +22% sales increase year on year, and is one of the brands most successful flavours to date. The new ‘Citrus Freeze’ flavour will be launched under the Pepsi Max brand and is designed to complement and cool the fiery taste of Doritos.
The ‘Fire and Ice’ campaign will be supported with a substantial marketing campaign incorporating TV advertising and an extensive digital campaign. A highly engaging on-pack promotion will also run across all Doritos and Pepsi Max products. Visual point of sale materials and merchandising units, including a three case stacker, are available to independent retailers who should stock up now to maximise this opportunity.
The new Doritos ‘Jalapeno Fire’ flavour is available in a permanent 250g take home format (£2.37)* and limited edition 175g (£1.77) and 40g formats (£0.45) while the limited edition Pepsi MAX ‘Citrus Freeze’ is available in 2L (£1.89) and 600ml formats (£1.05). Doritos 175g bags will also be available on price promotion at 2 for £2 with Pepsi Max 2L. All products will be available from late September.