Frito-Lay is partnering with Hip-Hop artist Missy Elliott to promote a new Doritos product.
The product, called Doritos Collision, combines two flavors of tortilla chips, Hot Wings & Blue Cheese and Zesty Nacho and Chipotle Ranch, in one bag.
The campaign plays off Elliott’s mash-up style of music called “collisions” and Doritos mash-up of two of its existing flavors to create a new taste sensation.
“Doritos Collisions mixes two distinct flavored chips in one bag to give the Doritos experience a different spin,” said Ann Mukherjee, vice president, marketing, Frito-Lay North America, in a statement. “The Doritos brand wanted to give music lovers the opportunity online to create a different spin too by mixing Missy’s music with different genres of music.”
An interactive campaign kicks off today at SnackStrongProductions.com where people can listen to Elliott’s music and customize their own tracks with different music effects and record vocals. The company has also partnered with MySpace to let users mash-up their favorite tunes on the site.
A TV spot featuring Elliott debuts this month. It shows the artist and a sound engineer in a recording studio working on a new mix. Stuck on the flow of the beat, Elliott eats Doritos Collisions chips and is so inspired by the intense flavor combination she decides to spin in a country beat.
Doritos Collisions sells for 99 cents for a 2.62-ounce bag and $3.49 for a 12.25-ounce package.
Frito-Lay handles the TV and online campaign with advertising agency, Goodby Silverstein & Partners.
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