BRAND MEDIA PLAN

BUSINESS OBJECTIVES
Capture a 20% lift in category share of market, bringing
share of market to 18% by close of calendar year 2020

Attract new younger buyers

Source share from top category leaders, being mindful of the

Frito Lay family of brands

Ascertain potential for incremental sales on a geographic

basis
 MARKETING OBJECTIVES
Continue to position Doritos as a “Snack for the Bold”

Highlight variety of product offerings

Lays 18%
Doritos 15%

Cheetos 13%
SHARE OF
Pringles 11% MARKET
Chex Mix 9%
Rold Gold 8%
Fritos 8%
Ruffles 4% Kettle 3%
Pop Chips 2%
Cheez-It 2%
Other 7%
MEDIUM & LIGHT DORITOS USER

-Ages 18-54
-High propensity
African American
-Household income $15,000+
-Presence of children (ages 6-17)
-High index of all children age
categories
MEDIUM & LIGHT CHEETOS USER
-Ages 18-49
-Skew African American
-Household income $25,000+
-Presence of children
(ages 10-11)
-High index of all children
age categories
MEDIUM & LIGHT FUNYUNS USER
-Ages 18-49
-Skew African American
-Household income $7,500+
-Presence of children
(ages 6-11)
-High index of all children
age categories
 DORITOS VS. COMPETITORS
-Ages 18-54 -Ages 18-49
-High propensity African American -High propensity
-Household income $15,000+ African American
-Presence of children (ages 6-17) ML -Presence of children
-High index of all children age DORITOS in household
categories

-Ages 18-49
-Ages 18-49 -Skew African American
-Skew African American -Household income $25,000+
-Household income $7,500+ -Presence of children
-Presence of children (ages 10-11)
(ages 6-11) ML ML -High index of all children age categories
-High index of all children age categories FUNYUNS CHEETOS
MEDIA OBJECTIVES
 MEDIA OBJECTIVES - TARGET AUDIENCE
Key prospects identified as medium and light users of Doritos
and...

Are adults ages 18-49

Have a presence of children in their household
Have a slight ethnicity skew towards African American
PERSONAS
MEDIA OBJECTIVES
MEDIA OBJECTIVES
GEOGRAPHY
2% of sales
BDI > 100
CDI > 100
o
BDI > CDI Chicag
OPI > 100
NYC
LA
San Francisco
Chicago
Boston
Philadelphia
DC
DFW
Miami
Phoenix
Tampa
Orlando
Cleveland
Minneapolis Maintaining brand recognition and superiority through increased advertising
45%of total sales and out-of-home experiences in additional regions with high shares of market.
MEDIA OBJECTIVES - COMMUNICATION GOALS
Provide 50% reach at 3+
frequency nationally during on
air periods

Provide 50% reach at 6+

frequency in key local markets
during April and September
MEDIA STRATEGY
MEDIA CONSUMPTION - QUINTILES
MEDIA TACTICS
RECOMMENDATIONS
TELEVISION
 DAYPART BREAKDOWNS
Early Morning
48 TRP

[65]

[68]

[89]
 DAYPART BREAKDOWNS
Early Morning Daytime
48 TRP 75 TRP

[186]
[65]
[131]

[68] [155]

[89] [154]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime
48 TRP 75 TRP 70 TRP

[186]
[65] [107]

[131]
[121]
[68] [155]
[175]

[89] [154]
[143]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime Late Night
48 TRP 75 TRP 70 TRP 28 TRP

[134]
[186]
[65] [107]

[131]
[121] [124]
[68] [155]
[175]

[89] [154]
[143]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime Late Night Cable
48 TRP 75 TRP 70 TRP 28 TRP 70 TRP

[167]
[134]
[186]
[65] [107]

[131]
[121] [124] [143]
[68] [155]
[175]

[89] [154]
[143]
 DAYPART BREAKDOWNS - SPORTS
37 TRP

ESPN Pardon the Interruption NBC Sports Premier League Live SportsCenter
[138] [128] [128]
 SPECIAL EVENTS

[N/A]
[86]
[N/A]

[103]

[103]

[99]
DIGITAL
DIGITAL - OLV [28 TRP]

Pre-Roll
[135]
BANNER ADS
 BANNER ADS

Amazon [115] Twitch [N/A]

 BANNER ADS

ESPN [123] UFC [171]

 HOMEPAGE TAKEOVER

ESPN UFC
[121] [178]
HOMEPAGE TAKEOVER
[115]
DIGITAL - PROGRAMMATIC
SOCIAL MEDIA
 SOCIAL MEDIA

[153] [127] [166] [N/A] [136] [N/A]

 FACEBOOK [127]

Photo Post Video Post

 PINTEREST [136]

Promoted Promoted
pin pin
 TIKTOK [N/A]

Video Asset Sponsored Ad

PRINT
 PRINT
Game Informer [180]
Parents [156]
Cosmopolitan [155]
RADIO
 RADIO

[166] [140]
OUT OF HOME
 NYC SUBWAY SIGNAGE

In Station Ads In Car Ads

HANGOUT MUSIC FESTIVAL
Sponsor at Hangout Music Festival in
Gulf Shores, Alabama

Doritos booth with free Doritos

Merchandise being handed out

Doritos logo seen throughout the

festival
GAMING
GAMING
PAX GAMING CONVENTIONS
San Antonio Convention

Boston Convention

Seattle Convention
FORTNITE WEAPON
 CRASH
DoritosCOURSE GAME Mobile
Crash Course
Reuse assets from
pre-existing
advergames
“Doritos Crash
Course” and
“Doritos Crash
Course 2”
 FAZE ESPORTS
Doritos logo on a Faze Esports
jersey

Full year partnership

BUDGET
 BASE PLAN BUDGET
Television: $74,928,165

Out of Home: $33,020,000

Print: $1,483,716

Radio: $5,815,000

Internet: $32,800,000

Gaming: $1,800,000

Research: $150,000
 INCREMENTAL BUDGET
Television: $88,865,196

Out of Home: $35,520,000

Print: $1,483,716

Radio: $5,594,000

Internet: $39,834,000

Gaming: $13,050,000

Branded Content: $15,500,000

Research: $150,000
RESEARCH
 RESEARCH
Compare Dorito’s and Competitors sales and SOM data before, during and after CY20
Observe target engagement on chosen social media platforms
Track all digital and social interactions
Track interactions and sentiments on the chosen social media platforms over the course of
the campaign
 MEDIA OBJECTIVES - TARGET AUDIENCE
Key prospects identified as medium and light users of Doritos
and...

Are adults ages 18-49

Have a presence of children in their household
Have a slight ethnicity skew towards African American
QUESTIONS
 BUSINESS OBJECTIVES
Introducing Doritos Dredge to target nationally, beginning in January 2020 to
earn 10% SOM in the seasoned coating mix category
 MARKETING OBJECTIVES
Build rapid national awareness among key prospects of the unique Doritos
Dredge product
Communicate the multiple flavor and recipe options
Identify markets of greatest opportunity for ROI through geographic
investment
Shake ‘N Bake 20%

Progresso 18%
SHARE OF
Contadina 18%

Kikkoman 15%
MARKET
Kellogg’s Corn Flakes 8%
Louisiana Fish Fry 8%
Oven Fry 6%
Private Label 12%
Other 3%
MEDIUM & LIGHT SHAKE ‘N BAKE USER

-Age 35-64
- Skew female
-Skew African American
-Some high school+
-HHI $15,000+
-Children present
MEDIUM & LIGHT 4C USER

-Age 35+
-Skew female
-Low children present
-High school+
-HHI $100,000+
MEDIUM & LIGHT PROGRESSO USER

-Age 35+
-Skew female
-Low children present
-High school+
-HHI $75,000+
MEDIUM & LIGHT McCORMICK USER

-Age 35+
-Skew female
-Low children present
-High school+
-HHI $40,000+
 DORITOS DREDGE VS. COMPETITORS
-Age 35-64 -Age 35+
- Skew female -Skew female
-Skew African American -Low children present
-Some high school+ -High school+
-HHI $15,000+ -HHI $100,000+
-Children present ML ML
Shake ‘N Bake 4C ML Doritos Dredge
-Age 25-54
-Some high school+
-HHI $15,000+
-Slight skew children present

ML ML
McCormick Progresso
-Ages 18-54 -Age 55+
-Skew female -Skew female
-Skew African American -Skew white
-Some high school+ -High school+
-HHI $40,000+ -HHI $75,000+
-Children present -Low Children present
MEDIA OBJECTIVES
 MEDIA OBJECTIVES - TARGET AUDIENCE
Key prospects identified as medium and light users of Shake ’N Bake, 4C,
Progresso, or McCormick and...

Are adults ages 25-54

Have a household income of $15,000 +
Have a skew of children present in the household
Have a slight ethnicity skew towards African Americans
PERSONAS
PERSONAS
MEDIA OBJECTIVES
MEDIA OBJECTIVES
GEOGRAPHY 2% of sales
CDI > 100

NYC
LA
Detroit
Chicago
DC
Philadelphia
DFW

30%of total sales

Deliver national advertising to effectively launch and introduce

Doritos Dredge to current loyal Dorito consumers, dredging
consumers, or competitor consumers throughout the year in
designated market areas
MEDIA OBJECTIVES - COMMUNICATION GOALS
Provide 50% reach at 3+
frequency in on air periods

Provide 50% reach at 6+

frequency in key local markets
during March
MEDIA STRATEGY
MEDIA CONSUMPTION - QUINTILES
MEDIA TACTICS
RECOMMENDATIONS
TELEVISION
 DAYPART BREAKDOWNS
Early Morning
48 TRP

[123]
 DAYPART BREAKDOWNS
Early Morning Daytime
48 TRP 75 TRP

[123]
[149]

[117]

[146]

[169]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime
48 TRP 75 TRP 70 TRP

[123]
[149] [120]

[117] [109]

[121]
[146]

[169] [122]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime Late Night
48 TRP 75 TRP 70 TRP 28 TRP

[123]
[149] [120]
[162]
[117] [109]

[121]
[146]

[169] [122]
 DAYPART BREAKDOWNS
Early Morning Daytime Primetime Late Night Cable
48 TRP 75 TRP 70 TRP 28 TRP 70 TRP

[123]
[149] [120] [113]
[162]
[117] [109]
[172]

[121]
[146]

[169] [122]
DAYPART BREAKDOWNS - SPORTS
37 TRP

ESPN First Take [154] Fox Sports NASCAR [125]

 SPECIAL EVENTS

[103] [N/A]
DIGITAL
DIGITAL - OLV [37 TRP]

Pre Roll
[122]
BANNER ADS
 BANNER ADS

Amazon [123] Food Network [141]

HOMEPAGE TAKEOVERS

[N/A] [141]
DIGITAL - PROGRAMMATIC
SOCIAL MEDIA
 SOCIAL MEDIA

[116] [113] [N/A] [136]

 FACEBOOK [116]

Photo Post Video Post

 FACEBOOK [116]
Tasty Fourth of July Recipe Tasty Thanksgiving Recipe Tasty Dredge Recipe
 INSTAGRAM [113]
IG Story (Video) Photo Post Video Post
SNAPCHAT [N/A]

Video Ad
 PINTEREST [136]

Promoted Promoted
Pin Pin
PRINT
 PRINT
Game informer [149]
Parents [145]
Cosmo [140]
RADIO
RADIO
[136]

[134]
PODCAST AD READS
OUT OF HOME
DREDGE FOOD TRUCK Truck Stops:
Coachella
Detroit Auto Show
Lollapalooza
Texas State Fair
Minnesota State
Fair
RESTAURANT POP UP
YOU’VE BEEN DREDGED
PR Stunt in Central Park in NYC
Will take place during 3 different times
throughout the year (April, June, August)
800 participants a day
GUY FIERI SPOKESPERSON
Guy Fieri will become the talent spokesperson for
Doritos Dredge for the duration of the campaign

He would be featured in the spots, attend events, etc.

BUDGET
 BASE PLAN BUDGET
Television: $56,648,629

Out of Home: $11,887,676

Print: $2,363,364

Radio: $5,250,000

Internet: $13,699,400

Research: $150,000
 INCREMENTAL BUDGET
Television: $72,340,572

Out of Home: $28,837,676

Print: $2,363,364

Radio: $6,450,000

Internet: $13,903,000

Branded Content: $2,950,000

Research: $150,000
RESEARCH
 RESEARCH
Track Dredge and competitor’s sales and SOM data during and after CY20
Observe target engagement on chosen social media platforms
Track all digital and social interactions
Track interactions and sentiments on the chosen social media platforms over the course of
the campaign
 MEDIA OBJECTIVES - TARGET AUDIENCE
Key prospects identified as medium and light users of Shake ’N Bake, 4C,
Progresso, or McCormick and...

Are adults ages 25-54

Have a household income of $15,000 +
Have a skew of children present in the household
Have a slight ethnicity skew towards African Americans
QUESTIONS
THANK YOU.