At first I thought it was an act of corporate suicide.
I’m talking about the Doritos’ commercial on the Super Bowl last Sunday. Pepsi’s Frito-Lay division (owner of the Doritos brand) ran a series of Super Bowl ads which cost them some serious coin.
CBS charged $2.6 million for a 30 second Super Bowl spot this year (up just a bit from the $37,500 for Super Bowl I). If Frito-Lay paid the sticker price were talking $10.4 million for a couple of minutes of air time. But with 106.5 million viewers– the largest in television history – they had an historic opportunity to sell some chips.
So with about $10 million invested and 106 million prospects to talk to, they communicated a message of great clarity: eating Doritos will bring you physical pain.
I kid you not. (more…)