Doritos has launched a packet of crisps without specifying the flavour. Instead they've called it X13D and left it to the customer to decide what it is. Here's their explanation: "This is the X13 deep flavour experiment where we created a bold new mystery flavour and then decided to do something we've never done before - leave the rest up to you." It's a brilliant example of a physical social object and open source marketing. I mentioned it at a session Johnnie and I did this morning where we presented our Co-Creation Rules manifesto and everyone immediately smiled. And of course, the online buzz is off and running. Best piece of modern marketing in 2007 for me.
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June 21, 2007
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It's just brilliant isn't it? The idea just grabs your imagination straight away in a kind of Willy-Wonkeresque way. (probably the first and last time I'll ever type that particular phrase) And I totally agree. This is one of the best examples I've seen where co-creativty comes into play.
Posted by: Andrew Smart | June 22, 2007 at 01:54 PM
Thanks Andrew, Willy-wonkeresque is a wonderful expression! ;-)
Posted by: James Cherkoff | June 22, 2007 at 11:15 PM
Doritos as a brand seem keen on co-creation as this is not a one-off. I'm sure they had a ugc competition for their superbowl tv ads in the usa, also? they appear to be walking the talk, as it were.
Posted by: eaon pritchard | June 23, 2007 at 03:10 PM
Hi Eaon, they do seem to be trying new things....little insight here...
http://blogs.guardian.co.uk/organgrinder/2007/06/cannes_the_impact_of_consumer.html
Posted by: James Cherkoff | June 25, 2007 at 09:08 AM
True example of the effects of how VIRAL Marketing is on the net!! Its very classic in its simplicity of leaving "the rest upto you".. Simply as it says YOU are so goddamned important for us now.. Wake up and do the rest.. NOW!
Amazing,
Warm regards,
M Bhave
Posted by: M Bhave | June 25, 2007 at 11:19 AM