Doritos, the iconic tortilla chip brand, has enjoyed immense success in the world of advertising. But what is the secret behind Doritos’ Super Bowl ad triumphs?
The answer is unsurprisingly its own consumers. With a mission to “re-define culture and support those who are boldly themselves,” Doritos took a bold step in 2007 by launching the “Crash the Super Bowl” Contest, encouraging consumers to submit their own content for Doritos commercials.
This revolutionary move changed the landscape of TV marketing and marked the beginning of a new era where consumers played a pivotal role in creating authentic and relatable content. It left an indelible mark on Super Bowl advertising.
A Decade of User Generated Content Brilliance
- The “Crash the Super Bowl” contest continued for over a decade, paving the way for user-generated content in advertising.
- Thousands of amateur filmmakers and online users generated pre-release buzz for Doritos commercials each year.
- Competitors like Ford Lincoln, Pepsi, and Newcastle Brown Ale followed Doritos’ lead by creating Super Bowl ads with UGC.
- Doritos consistently produced humorous and entertaining content using the UGC approach.
- Favorites include the “When Pigs Fly” commercial, where a boy’s determination to make a pig fly for Doritos steals the show.
Jagged with Jasravee, the Marketing Show 
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