Doritos won’t air any ads during Super Bowl LI

Last fall, Frito-Lay announced that they’d be retiring the Crash the Super Bowl contest after the 2016 Super Bowl.  That left a lot of people (ok, mostly me and a bunch of marketing nerds) wondering what kind of ads Doritos would air during the 2017 game.  It turns out that the answer is “none.”  The company has decided to totally sit out Super Bowl LI….presumably because “Super Bowl LI” is such a dumb name.  Hey NFL, bring back the X’s and V’s!  Whoa…I just realized something; the Super Bowl will have an “L” as one of its roman numerals for like the next 40 years.  That’s weird.  Well anyway, here’s Variety had to say about Doritos’ decision:

Super Bowl viewers won’t have ads for Frito-Lay chips and snacks to munch on during Super Bowl commercial breaks in 2017.

The PepsiCo-owned maker of Doritos, Cheetos, Fritos and Sun Chips, among other salty favorites, said it would not run an ad in Fox’s broadcast of Super Bowl LI in February of next year, with a spokesperson noting the gridiron classic “did not fit with our marketing plans.” The departure takes place after the company announced that Super Bowl 50 would feature its last “Crash the Super Bowl” contest. For a decade, the company solicited Doritos commercials from amateur filmmakers  and put the best of them up alongside Super Bowl ad giants like Bud Lite and Coca Cola.

I wonder if Frito-Lay made this decision before or after they ended the Crash the Super Bowl contest.  If the company originally planned to air some ads in 2017, their marketing team and/or ad agency would have been under a lot of pressure to deliver something amazing.  You can’t run consumer-generated ads for 9 years and then stop just to air something lame and cheesy that cost 1,000 times more to produce.  So maybe they wanted to run some commercials this year but they just couldn’t come up with any decent ideas.  But I’d day it’s more likely that they just needed a gap year while they plan to re-boot their Super Bowl identity.

 

 

 

Behold the glory of my fake gold Dorito

I’ve been covering the Crash the Super Bowl contest since 2009 and over the last 5 1/2 years I’ve written over 100 articles about the contest.  I’ve given Doritos so much free publicity that I think I deserve a medal for all my hard work.  And I guess the folks at Frito-Lay agree because last week I was honored to receive the highly coveted “Golden” Dorito….

gold dorito
Yum.

Ok, it’s not really an award.  And I didn’t get it because of my kick ass blogging skills.  A few weeks ago I received this message via e-mail:

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Subject: WINNER/ Crash the Super Bowl Voting Sweepstakes

CONGRATULATIONS!

You were identified as a potential winner of the following prize in the Crash the Super Bowl Voting Sweepstakes, pending verification against the Official Rules.

3rd Prize: MerlinGold DORITOS® chip replica

On behalf of Frito-Lay, Inc., thanks for participating in the promotion!

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Usually I get pretty excited when I receive an email that includes the words “WINNER” and “CONGRATULATIONS” but this particular email just left me confused.  I didn’t even realize that you could win prizes for voting in the Crash the Super Bowl contest.  I checked the rules and apparently there were thousands of prizes at stake.  Five people won tickets to the Super Bowl, eight people each won a single ounce of gold (estimated value, $1,076), a thousand people won “gold-plated” Doritos (ARV $31) and another thousand people won a replica of the gold Dorito (ARV $28.77).

That last prize is what I won.  It would have been nice to get an ounce of gold but I’m actually very happy with my fake gold Dorito.  The Crash the Super Bowl contest was a big part of my life so it’s kind of nice to have a small, non-digital memento of the competition.  Having said that, I wonder what would happen if I plunked this thing into the Coinstar machine at my local grocery store.  It would be awesome if it spit out $28.77 worth of real Doritos.

“Doritos Dogs” wins the final edition of the Crash the Super Bowl contest!

doritosdogs

Super Bowl 50 is over and so is the Crash the Super Bowl contest!  It’s been a great ten years but I think the folks at Doritos are wise to retire the contest while it’s still popular.  The final winner was Doritos Dogs by Jacob Chase of Los Angeles, California.  Frito-Lay was only supposed to air one CTSB entry this year but they surprised everyone and ran two.  The other ad was Ultrasound by Peter Carstairs of Melbourne, Australia.  Ultrasound aired really early in the first quarter and I just assumed it was the big winner.  So I was really surprised to see Doritos Dogs just after half time.  (or was it just before?  Coldplay makes my memory go fuzzy.)  Ultrasound has turned in a viral hit online so that’s probably why Doritos decided to air it.





Most of the Super Bowl commercials sucked this year but Ultrasound and Doritos Dogs really stood out.  I definitely think a lot of people will be talking about Ultrasound tomorrow.  Congrats to the winners and thanks to Doritos for running such an amazing contest for the last 10 years!

POST SCRIPT:  Hardcore CTSB fans will want to check this out.  Someone associated with the contest was on Periscope during the game.  So now all us non-winners can see what it’s like inside of Doritos’ private box at the Super Bowl.  I was surprised that there weren’t more Doritos!  https://www.periscope.tv/w/1RDGlByVmQqxL

POST SCRIPT #2:  The USA Today ad meter results were released on Monday; Ultrasound and Doritos Dogs were ranked the #3 and #4 best ads of the game, respectively.  That may sound impressive but keep in mind that the USA Today Ad Meter is pretty much worthless now.  The paper used to run multiple live focus groups but now the Ad Meter is basically just an online poll.  That’s probably why Doritos stopped using it to measure the success of their ads.

Doritos pays tribute to Crash the Super Bowl fans

I gotta admit, now that Super Bowl weekend is finally here I’m starting to get a little bummed about the end of the Crash the Super Bowl contest.  I’ve had a lot of fun covering the competition and once it’s gone the Super Bowl will never be the same.  So before the big game starts, lets take a quick look back at 10 years of The Crash.



Be sure to check back here on Sunday for full coverage of the final installment of Doritos’ Crash the Super Bowl contest.  And as always, stay bold my friends….stay bold.

Doritos asks their fans to “Meme the Crash the Super Bowl Finalists”

During the broadcast of Super Bowl 49, Doritos’ facebook page posted a few GIFs that used clips from some of the 2015 Crash the Super Bowl finalists.  The GIFs included football related puns and they proved to be pretty popular.  The GIFs got so many likes and shares that the company decided to post a new slate of them this year.  So a few weeks ago Doritos launched a small contest via their Legion of the Bold platform and asked their fans to “Meme the Crash the Super Bowl Finalists.”  The sponsor picked 5 winners and some or all of the selected GIFs will be posted to Doritos’ Facebook page and Twitter account during the big game.  Here are a few of the winning entries.  The creators of these GIFs will receive $2,000 apiece.
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People could use footage or images from any of the three 2016 Crash the Super Bowl finalists but none of the winners were based on “Swipe For Doritos.”  Two entries used clips from “Ultrasound” and three used footage from “Doritos Dogs.”  So those numbers might give us a hint as to which ad or ads will air on Sunday.  If you’d like to see the other winning Memes, head here.