PPB April 2019

MARKET SHARE Love Doritos, But Hate e Crumbs? Here’s A Resolution Doritos Israel offers a promotional resolution to chip residue. Snacking on a bag of Doritos is a satisfying treat—until you look down and notice the growing mound of crumbs on your lap. It’s impossible to pinpoint how many of us have found ourselves in this exact scenario. When the chips are gone, and the delectable avors have passed, you’re left with a mess. Tried-and-true solutions range from cleaning your hands with soap and water to licking your ngers clean. Yum! But recently, Doritos Israel launched a new, more convenient, resolution—a reusable Dorito’s bag made of terry cotton. Applauded for making the lives of Doritos-lovers easier, the bag acts as a packet for Doritos, safekeeping your serving, while doubling as a hand-wiping agent when it’s empty. The bag, which is machine-washable, was appropriately promoted by a video that showed Doritos fans eating the tasty treats and wiping dirty hands on clean pants, a couch, the dog and other unwarranted places. The bag was rst promoted to gamers through a partnership between Doritos Israel and BUG, an Israeli video game retailer; a thoughtful move on Dorito’s part, as gamers are known for snacking more than the average person. In a Reuters study of 22 teenage boys of normal weight, they were found to consume 163 calories more on days when they played video games—which is just shy of the 200 calories that make up a small bag of Doritos. The innovation was also marketed to gamers because greasy, crumb-speckled ngers don’t make for stability on the controller or TV remote. (It also causes frustration for the family member who’s next in line to watch TV.) According to the product announcement, advertising to this niche market was intended to sympathize (and gain brownie points) with the gaming community. It also shows a bold move on behalf of Doritos, which is bringing to light a common, albeit small problem experienced when eating their products. Releasing this product shows that Doritos not only understands the aggravation, but they care to resolve it—and make the savory experience more pleasurable for consumers. ever drone delivery service was launched in 2017. With the changes in delivery processes comes the need for greater organizational structure. This includes continued development of products like Google Home and Amazon’s Alexa, which can be used to order food, and the integration between technologies. Dominos invested in programming that enables customers to order food from their smart TV, computer, smartwatch and phone, which allows customers to communicate with “Dom”— Dominos’ chatbot—to place their order. The process is immensely simple—so simple, that customers can place their orders by exclusively using emojis. To accelerate delivery, San Francisco, Seattle and Chicago fast-food chains have been using the Spotlight Pickup System, created by restaurant technology provider eatsa. This system uses light-up shelf surfaces, referred to as “spots,” that can be virtually connected to deliveries or to-go orders. When a customer’s order is ready, the spot (shelf) will ash with their name. With these changes under way, promotional products companies can use strategic foresight to prepare. As restaurants and food companies launch their own delivery systems, brand collateral can identify and promote independent delivery programs, including branded apparel for delivery people to sport during work hours or branded merch to advertise the company afterhours. Whether delivered by humans, robots or drones, food can be packaged in branded bags, such as eco-friendly, reusable, heat-retaining totes in company colors or with eye-catching logos. For meals prepared on-the-go, promotional products can be used to create a more personal experience, complete with social media- friendly photo opportunities to continue the conversation. Customers can be provided with keepsakes, like magnets or pins of menu favorites, or colorful tokens that can be exchanged for a free appetizer, dessert or delivery, depending on the campaign structure. 66 | APRIL 2019 | THINK