New product introductions aren’t what they used to be as evidenced by Doritos “Bold Flavor Experiment” involving mysterious variants of the spicy chips.
The Frito-Lay division of PepsiCo this week is introducing three new flavors of the Doritos Jacked brand to the snack food but not telling shoppers what they are called. The unconventional approach to generating trial also involves a unique contest element to encourage shoppers to digitally engage with the brand.
As part of the brand’s Bold Flavor Experiment, shoppers are encouraged to buy all three mystery flavors and vote beginning April 29 for their favorite un-named flavor. Each day, Frito-Lay will award $1,000 in gold during the 60 day contest. The unconventional prize is due to the fact that Doritos in Spanish loosely translates to little pieces of gold. The flavor that receives the most votes will return to store shelves this fall.