Can chip-less Doritos packs get America’s youngsters to the ballot box?
The brand is aiming to encourage young consumers to register to vote after 62% of Americans aged 18 to 24 did not vote in the 2012 election.
From National Voter Registration Day (September 27), consumers can order a bag of ‘No Choice’ Doritos online and send them to someone they know who is not registered to vote.
Cardboard triangles
The special bags contain cardboard triangles and a flyer explaining the pack has “no taste, no crunch and no chips to illustrate that, if you don't make a choice, you don't get a choice”.
PepsiCo has teamed up with Rock the Vote – described by the snacks giant as the “largest non-partisan, non-profit organization in the country dedicated to building long-term youth political power” – in a bid to encourage young people to participate in elections.
The Doritos brand will have a presence on the Rock the Vote ‘Truth to Power’ bus tour as it stops at college campuses. The campaign aims to register two million new voters before the election on November 8.
Largest group of voters
Rock the Vote said Millennials represent the largest, most diverse group of voters in US history.
“Given that the stakes have never been higher, it's encouraging to see companies like Doritos work with us to champion a stronger more inclusive future for young people,” said Rock the Vote vice president Jesse Moore.
PepsiCo is also promoting the activity with a video showing reactions when a Doritos vending machine gave out the limited-edition chip-less bags to students who said they were not registered to vote.
“We all have a voice and it's important we exercise that voice and be heard,” said Jennifer Saenz, senior vice president and chief marketing officer at PepsiCo snacks division Frito-Lay. “Our campaign reinforces the idea that if you don't make a choice, someone else chooses for you."
