7-Eleven Goes All Out for Doritos Loaded

7-Eleven pulled out all the marketing stops this month to launch Doritos Loaded, a food-service offering produced in conjunction with PepsiCo's Frito-Lay.The massive in-store program for the product's July 2 launch encompassed outdoor banners and signage, window posters and clings, countertop signs, ceiling signs, violators and employee apparel to deliver a near-store takeover. Among the promoted messages, pump toppers and window posters paired the new cheese sticks with PepsiCo’s Mountain Dew Solar Flare — the first exclusive flavor that Mountain Dew has provided for 7-Eleven’s Big Gulp fountain beverage service.7-Eleven treated the Doritos Loaded rollout as a priority event in its marketing calendar, sending out corporate reps on launch day to confirm compliance at franchised stores and monitoring sales daily.The broader marketing plan has included 15-second and 30-second TV spots; billboards; sampling events in June at select stores in Los Angeles, Miami and Dallas; numerous Twitter and Facebook updates from both 7-Eleven and Doritos; a home-page carousel ad on 7-eleven.com; and a co-branded microsite (doritos.7-eleven.com).The media schedule included a short skit during the July 1 episode of ABC's Jimmy Kimmel Live.Activity actually began earlier this year with sampling events at select stores in Washington, DC. It will continue through a “Fully Loaded Fridays” promotion offering shoppers a free 20-ounce bottle of Pepsi-Cola made with real sugar with purchase of Doritos Loaded from July 25 to Aug. 22.The idea for Doritos Loaded may have come from the successful 2012 introduction of Doritos Locos Tacos at quick-service restaurant Taco Bell. About 350 million of the Doritos-flavored tacos were sold within the first year, sparking the partners to introduce Cool Ranch Doritos Locos Tacos in 2013.

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