Doritos brings world’s favorite corn chips to Thailand in 2 new flavors Highlight activities, “Doritos Extreme Actions” and “Doritos Taxi Troop”,
readily set to excite youngsters who love challenges and always live their life to the max
Doritos triangular-shaped corn chips by Pepsi-Cola (Thai) Trading, the Thai manufacturer of Lay’s potato chips, today opened up an experience of tastiness to the max in Thailand by introducing Extreme BBQ and Nacho Cheese as the two newest flavors from the world’s number one seller in corn based chips. Doritos appeals to health-conscious young people in Thailand for its healthy “baked” production processes and the recipes that have been refined for Thai palates. The launch featured appearance of young and bold Thai stars, led by Hun The Star and Alex Rendell, who took part in fun-packed activities and jointly released Doritos Taxi Troop, bringing to Siam Square the excitement of road chase for Doritos as seen in the new Doritos TV commercial. Consumers are also invited to snap, frame, and share their action photo on Facebook using a new mobile app to win weekly prizes.
Ms. Mookda Pairatchavet, General Manager – Foods, Pepsi-Cola (Thai) Trading Co., Ltd., provided background about introduction of the new tortilla chips: “Born in USA, Doritos has been enjoying high popularity as the number one seller in corn based chips both in USA and worldwide*. The Thai debut is marked by two new, globally popular flavors. While Extreme BBQ offers intense flavor of spices blended within the baked corn tortillas for a unique and crunchy snacking experience, Nacho Cheese is must-try for those who love cheese with the tempting aroma and flavor of Mexican-styled cheese combined with the crunch and rich taste of seasoned corn tortillas. The bold flavor of snacking is further enhanced because the recipes have been refined to especially please Thai palates, and these corn tortillas are baked instead of fried, in line with our company’s policy to gravitate towards providing more healthy snacks for Thai consumers. Doritos is therefore the snack of choice for Thai consumers who live their life to the max, especially young men who love challenges and excitements.”
The event included a preview of new TVC titled “Doritos – Bold and Delicious to the Max” that began airing today. “It centers on a rivalry of two vigorous teens in a chase for Doritos that strayed into a taxi,” Ms. Mookda explained. “The production also spawned an on-ground activation in which Doritos Taxi Troop, a parade of red and yellow taxis, recreated an ambience of the chase for Doritos as seen on screen in this TV commercial to bring the excitement to life. In addition, the launch event also featured a lineup of stars and celebrities led by Hun The Star and Alex Rendell, who took part in fun-packed activities and jointly released the Taxi Troop in Siam Square.”
Consumers can also take part in a hunt for Doritos Taxis. The troop will parade through key locations across Bangkok—including Chatuchak, Victory Monument, Ratchathewi, Pratunam, Central World, Siam Square and Silom—to give away product samples over a period of three days from May 31 till June 2. With daily prize up for a grab, the fun of this hunt begins wherever the troop is seen: simply spot the taxi with the signage “snap this taxi”, take a picture of that taxi, post the picture on Instagram with hashtag #Doritosth and you stand a chance to win a Samsung Galaxy S4 smartphone for that day, a total of three prizes over the three-day troop period.
The string of activities will be wrapped up by “Doritos Extreme Action” that lets participants download “DoritosTH” mobile app from App Store or Google Play and join a photo contest. To enter, have a photo taken in bold pose, enhance it with an exciting frame on this mobile app, and then share it. The mobile app offers variety of rip-roaring frames, including special panoramic frames that needs to be unlocked by scanning Doritos package fronting of each flavor. When the picture is framed and recomposed, share it on Facebook. The entry that wins the highest “Like” count in each week will be rewarded with a Samsung Galaxy S4 smartphone, a total of six prizes throughout the campaign period. This mobile app is downloadable from today onwards with the prizes up for grab until July 9, 2013.
Open up an experience of bold flavor with Doritos in a choice of two flavors, Extreme BBQ and Nacho Cheese, and a variety of three different sizes—16 grams (5 baht), 57 grams (20 baht), and 88 grams (30 baht)—at leading convenience stores, supermarkets, and department stores nationwide. For more information, please visit
www.facebook.com/Doritosthailand* Based on Euromonitor’s data, 2012
