Planning Casebook

d'Amato, Sam
March 2009
Media Week;3/10/2009, Issue 1199, p15
Trade Publication
The article focuses on an advertising campaign created by OMD UK for the Doritos brand of Walkers Snack Foods. A research in 2007 found that the brands' 18 to 24 target audience felt Doritos had lost its bold, distinctive edge. The agency began the campaign with people with a passion for art, film and design, who used the advertisements they created to inspire the participation of the masses. An overview of the results of the campaign is offered.


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