Key Takeaways
- The 2009 Doritos New Flavor Pitch was a marketing campaign by Doritos to crowdsource new flavors for their chips.
- Consumers were invited to submit their flavor ideas and compete for a chance to win $1 million and have their flavor produced.
- The campaign generated a lot of buzz and excitement, with thousands of flavor submissions from all over the country.
- Finalists were chosen and their flavors were produced and sold in stores for a limited time.
- The winning flavor, “Late Night All-Nighter Cheeseburger,” was created by a 32-year-old nurse from Wisconsin.
- The campaign showcased the power of consumer engagement and the willingness of brands to listen to their customers.
- It also demonstrated the creativity and innovation of Doritos fans, who came up with unique and interesting flavor ideas.
- The 2009 Doritos New Flavor Pitch was a successful example of how brands can involve their customers in the product development process.
- It created a sense of excitement and anticipation among consumers, driving sales and brand loyalty.
- The campaign also highlighted the importance of listening to consumers and valuing their input in shaping the future of a brand.

2009 Doritos New Flavor Pitch: A Look Back at a Bold and Memorable Campaign
Introduction
In 2009, Doritos, the popular snack brand owned by Frito-Lay, embarked on a groundbreaking marketing campaign that allowed consumers to pitch and vote for a new flavor to be added to their lineup. This innovative approach to product development not only generated buzz and excitement among snack enthusiasts but also set the stage for future user-generated content campaigns. In this article, we will take a deep dive into the 2009 Doritos New Flavor Pitch campaign, exploring its origins, execution, and impact on the snack industry.
The Origins of the 2009 Doritos New Flavor Pitch
The idea behind the 2009 Doritos New Flavor Pitch campaign was to engage consumers in the product development process and empower them to have a say in the brand’s offerings. Frito-Lay recognized that their target audience, primarily young adults, craved unique and exciting experiences. By involving them in the creation of a new flavor, Doritos aimed to tap into their creativity and generate brand loyalty.
The Concept of User-Generated Content
At the core of the 2009 Doritos New Flavor Pitch campaign was the concept of user-generated content (UGC). UGC refers to any form of content, such as videos, photos, or written submissions, created by the audience rather than the brand itself. By leveraging UGC, Doritos sought to not only engage consumers but also benefit from their ideas and creativity.
The Call for Flavor Submissions
To kick off the campaign, Doritos invited consumers to submit their flavor ideas through an online portal. This call for flavor submissions generated a tremendous response, with thousands of people eager to have their flavor concept considered. The brand encouraged participants to get creative and think outside the box, allowing for a wide range of flavors and combinations.
The Flavor Selection Process
Narrowing Down the Submissions
With such a massive number of flavor submissions, Doritos needed a way to narrow down the options. They assembled a team of experts, including food scientists, marketing professionals, and brand representatives, to evaluate the submissions based on taste, market potential, and alignment with the Doritos brand.
The Finalists
After a rigorous evaluation process, the team selected five finalists from the pool of submissions. These finalists were chosen based on their unique flavor profiles, marketability, and overall appeal to the target audience. The five flavors that made it to the final round were Spicy Nacho, Fiery Habanero, Sweet & Spicy BBQ, Salsa Verde, and Cheeseburger.
The Public Voting Phase
Once the finalists were announced, it was time for the public to cast their votes and determine the winner. Doritos leveraged various platforms and channels, including their website, social media, and traditional advertising, to encourage consumers to participate in the voting process. This phase allowed Doritos to engage with their audience on a deeper level and create a sense of anticipation and excitement.
The Winner: Spicy Nacho
After weeks of voting, the flavor that emerged as the winner of the 2009 Doritos New Flavor Pitch campaign was Spicy Nacho. This bold and flavorful combination of spicy seasoning and cheesy goodness captured the hearts and taste buds of consumers across the nation. Spicy Nacho quickly became a fan favorite and a permanent addition to the Doritos lineup.
Impact on the Snack Industry
The 2009 Doritos New Flavor Pitch campaign had a significant impact on the snack industry as a whole. It demonstrated the power of user-generated content and the potential for brands to tap into the creativity of their consumers. Other snack brands began to take notice and started incorporating similar campaigns into their marketing strategies, allowing consumers to have a say in the development of new products.
Brand Loyalty and Engagement
By involving consumers in the creation of a new flavor, Doritos was able to foster a sense of brand loyalty and engagement. Fans of the brand felt a deeper connection and sense of ownership, knowing that their votes and opinions mattered. This emotional connection translated into increased sales and a more loyal customer base.
Legacy and Future Campaigns
The success of the 2009 Doritos New Flavor Pitch campaign paved the way for future user-generated content campaigns. Doritos continued to engage with their audience through similar initiatives, such as “Crash the Super Bowl,” where consumers were invited to create their own Doritos commercials for a chance to be featured during the Super Bowl.
The Evolution of User-Generated Content
The 2009 Doritos New Flavor Pitch campaign can be seen as a milestone in the evolution of user-generated content. It showcased the power of crowdsourcing and the impact that consumers can have on a brand’s success. Today, user-generated content is an essential component of many marketing strategies, allowing brands to tap into the creativity and enthusiasm of their audience.
Lessons Learned
The 2009 Doritos New Flavor Pitch campaign taught brands valuable lessons about the importance of consumer engagement and the potential of user-generated content. It showed that involving consumers in the product development process can lead to increased brand loyalty, sales, and innovation. Brands across various industries have since adopted similar approaches, demonstrating the lasting impact of this groundbreaking campaign.
Conclusion
The 2009 Doritos New Flavor Pitch campaign was a bold and innovative marketing campaign that allowed consumers to have a say in the development of a new Doritos flavor. It demonstrated the power of user-generated content and the impact that consumers can have on a brand’s success. By involving their audience in the product development process, Doritos created a sense of brand loyalty and engagement that has lasted long after the campaign ended. This campaign serves as a testament to the lasting impact of user-generated content and the potential for brands to harness the creativity and enthusiasm of their consumers.
Frequently Asked Questions
What is the 2009 Doritos New Flavor Pitch?
The 2009 Doritos New Flavor Pitch refers to a significant event in the snack world where Doritos introduced a new flavor to their product line.
Why was the 2009 Doritos New Flavor Pitch considered epic?
The 2009 Doritos New Flavor Pitch was considered epic because it created a buzz in the snack industry and captured the attention of consumers and competitors alike.
What made the 2009 Doritos New Flavor Pitch unique?
The uniqueness of the 2009 Doritos New Flavor Pitch was in the innovative flavor that was introduced, which was unlike anything seen before in the snack market.
How did the 2009 Doritos New Flavor Pitch shake the snack world?
The 2009 Doritos New Flavor Pitch shook the snack world by challenging the status quo and pushing the boundaries of traditional snack flavors, paving the way for more adventurous and bold flavors in the industry.
Did the 2009 Doritos New Flavor Pitch become successful?
Yes, the 2009 Doritos New Flavor Pitch was a huge success, gaining popularity among consumers and becoming a top-selling flavor for Doritos.
What impact did the 2009 Doritos New Flavor Pitch have on the snack industry?
The 2009 Doritos New Flavor Pitch had a significant impact on the snack industry by inspiring other snack brands to experiment with unique flavors and driving a shift towards more adventurous taste experiences.