Walkers is attempting to recreate the marketing furore of its Do Us A Flavour competition with the launch of a Doritos ‘mystery flavour’.
The Doritos iD3 campaign – named after the three sides of a Doritos crisp and the mystery nature of the promotion – will ask consumers to guess which flavour has been used in a new range on sale by sending ideas and food combinations to the brand’s website.
A £20,000 cash prize is up for grabs on the 40g, 55g and 225g packs, which are available for the next 12 weeks.
Although all the ingredients are listed on the back of the iD3 limited-edition packets to comply with regulations, guessing the flavour would still be a challenge, the company claimed.
“This is a bold, exciting flavour that is different from any variant Doritos has created before and we are sure consumers will enjoy the chance to discuss what the spicy and mysterious new flavour could be,” said Doritos marketing manager Pete Charles.