Yeah, we know, it’s not the proper spelling of slingshot. But who cares? We’re more interested in taking another bow for our prediction that the Doritos “Sling Shot Baby” Super Bowl spot would take #1 on the USA Today Ad Meter. Without seeing any of the other spots.
This was the proverbial marketing “slam dunk.” (Note to next year's Doritos contestants – start concepting around the Doritos “Slam Dunk” baby.)
You are the leading tortilla chip by far. You have been around forever. Everyone knows who you are. You command a premium, with per-ounce price rising faster than that of gold bullion. You could run campaigns that focus, like most companies do, on
- The heritage and quality of the product
- The breadth of flavors, sizes, etc.
- A direct attack on competitors
- The many, many ways you can enjoy the product
- The emotional benefits the product delivers
But, quite frankly, there is no need. The stuff sells itself. You knew this as far back as 2007, when you asked “consumers” to submit their own Super Bowl spots.
The basic brief is the same – people love Doritos so much they will do anything for them. Or with them. Or to them. Etc. Etc. The submissions flood in, and the excitement mounts.
Most of the other Super Bowl advertisers are not in your fortunate position. They need to craft a compelling story to get people to consider them. The result sometimes is that viewers don’t really get, or care, what those advertisers are hinting at. For example, viewers might think Clint Eastwood is running for President.
“Sling Shot Baby” had winner written all over it. Oddball characters, a baby, baby as hero, and a crazy-ass, nearly believable stunt. Forget how off target it was – babies don’t eat Doritos and neither does anyone over the age of 50 (read: Grandma). It perfectly hit the sweet spot for an audience of 111 million, just one step above the lowest-common denominator, which GoDaddy owns lock, stock and barrel.
No one else had a chance (although, if Budweiser had placed a baby in its "Weego" spot….)
It will be more of the same next Super Bowl. And perhaps for the three Super Bowls after that. But, at some point, you will lose share, badly, and you will need to think about that bulleted list above.
You’ll take back the reins from “consumers” and produce your own Super Bowl spot. And it won’t come close to the top of the USA Today Ad Meter list.