When popular corn chip brand Doritos saw that its sales needed a lift in the Canada and Mexico markets, marketing gurus went back to the drawing board for a new promotion. An idea for “Doritos: Roulette” came to the forefront, with a clever social engagement strategy.

Under the promotion, roughly one in six bags of Doritos, under the “Roulette” label, contains super spicy chips the company says will “melt your face.” A play on Russian Roulette, the goal was to set customers on a quest to find the rare and alluring spicy bags. Ultimately, fans tweeted, shared, Instagrammed and hosted videos of themselves trying the variety. With excellent results in Mexico and Canada, this year Doritos decided to bring the promotion to the United States.

Labels as a method of social engagement

“To celebrate the product’s arrival stateside, the Doritos brand is bringing the spirit of Doritos. Roulette chips to life via online games of chance on Twitter,” explains Potato Pro. “Using #DoritosRoulette, fans can play for the opportunity to win various prizes ranging from wireless speakers to gaming consoles. Fans also can tune in for a live gameshow-type giveaway with even bigger prizes streamed on Twitter’s new Periscope platform.”

Using labels as a jumping-off point for clever promotions can raise brand visibility. And encourage customers to pursue the product actively. While many snack foods are encounter passively at convenient stores or gas station checkouts. The Doritos strategy put consumers on a mission.

Food labeling requires creativity and a bit of imagination on the part of decision makers. With a custom label printer, snack companies can engineer plans that convey brand identity and excite customers. Contact us today to learn more about investing in an industrial label printer.