With the presidential election right around the corner, PepsiCo’s Doritos™ brand has teamed up with the political non-profit Rock the Vote in hopes of motivating millenials to get out to the polls.
“The boldest choice is making a choice”
Voter turnout among young generations is typically very low. A full 62% did not participate in the 2012 election, according to the Doritos™ Red vs Blue campaign’s microsite.
Targeted specifically at students, the campaign features the launch of a new, limited edition “No choice” Doritos bag distributed via special vending machines. The machine’s touchscreen asks users if they are registered to vote, and those who select “no” receive a special silver bag of tasteless, crunchless, “chips” with a solemn message: “if you don’t vote, someone else chooses for you.” The vending machines also allows users start the voter registration process via the microsite. Additionally, users can send the No Choice “chips” to friends that are not registered.
Watch the campaign video here: https://youtu.be/XGZw50ACcys
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