Doritos targets late-night snackers

The PepsiCo-owned brand has launched two new flavours - All-Nighter Cheeseburger and Last Call Jalapeno Popper - and is using Facebook to get the word out.

There are lots of things you shouldn’t do at 3 a.m. on a Friday, but late-night munchies are a time-honoured tradition and Doritos wants you to indulge.

The PepsiCo brand has launched two new flavours based on people’s favourite late-night snacks: ‘All Nighter Cheeseburger’ and ‘Last Call Jalapeno Popper.’ Each is branded with a ‘Late Night’ logo and theme, featuring neon-on-black design overtop of the traditional Doritos packaging.

The initial launch phase of the campaign is underway, with a Facebook-based promotional contest that offers fans a chance to win two tickets and VIP access to any 10 Live Nation concerts of their choice. In order to gain entry to the contest, fans must ‘like’ the brand on Facebook. (Currently, Doritos has over 60,000 ‘likes’ on Facebook.) Additional promotion currently includes wild postings, broadcast and radio-focused PR, and a global Doritos Music promotion launching in October.

Agencies involved in the campaign include BBDO, OMD, Proximity, Jetstar and Mark IV.

The first phase of the product launch is designed to get the word out, a spokesperson for the brand said, but the second phase will build on the aforementioned Doritos Music promotion.

The contest runs until Aug. 23, 2010.