Doritos' Branding Has Been Redesigned for Its 'Rock the Vote' Campaign
Mishal Omar — October 7, 2016 — Pop Culture
References: nbc15 & thedieline
This year's contentious election in the United States has proven to be one of the most most crucial in history in terms of determining the future of the country and with the help of the nonprofit organization 'Rock the Vote,' Doritos is trying to get younger generations involved.
The partnership makes sense as the purpose of Rock the Vote is to engage the Millennial demographic in the political process and Doritos primarily appeals to that same demographic. The branding that encourages people to vote is a metallic silver, with the Doritos labeling featured in the colors of the United States' flag. The bag's slogan says: "The Boldest Choice is Making a Choice."
Given the importance of voting this election, particularly among Millennials who are likely to be more accepting and open-minded in response to various circumstances and issues, Doritos' involvement in the Rock the Vote organization is an important decision on the brand's part.
The partnership makes sense as the purpose of Rock the Vote is to engage the Millennial demographic in the political process and Doritos primarily appeals to that same demographic. The branding that encourages people to vote is a metallic silver, with the Doritos labeling featured in the colors of the United States' flag. The bag's slogan says: "The Boldest Choice is Making a Choice."
Given the importance of voting this election, particularly among Millennials who are likely to be more accepting and open-minded in response to various circumstances and issues, Doritos' involvement in the Rock the Vote organization is an important decision on the brand's part.
Trend Themes
1. Political Branding - Brands are redesigning packaging and messaging to support political involvement, creating an opportunity for companies to align themselves with social causes and engage younger demographics.
2. Demographic Engagement - Companies are partnering with nonprofits to engage younger demographics, signaling an opportunity for brands to drive change and increase consumer loyalty.
3. Nationalism Marketing - Marketing campaigns that incorporate national symbols and messaging can attract patriotic, politically-engaged customers for companies.
Industry Implications
1. Snack Food - Snack food companies can use food packaging and messaging to drive social change and engage younger demographics.
2. Nonprofits - Nonprofits focused on political engagement can partner with companies to gain resources and reach younger audiences.
3. Marketing - Marketing firms can use political and social causes to create effective campaigns and gain clients with similar values.
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