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Mariachi Doritos

PepsiCo

Issue 27 | June 2013

Background

For a period of five years, Doritos had seen significant success targeting a youthful audience of 16-24 socially active snack consumers. But in order to continue growing the brand, Doritos had to engage a new consumer base of 25-44 year olds.

The business objective was a growth target of +6% value sales uplift.

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