I first heard about this at a party clever scheme at a party, some party guest was enthusiastically explaining his genius plan of advertisement for the new bag of chips. The second he finished illustrating his commercial idea conveniently ending on the name “Doritos”, a second random guest joined in the conversation with something like “hey! Are you guys talking about that Doritos contest?! Here’s my idea…”
In chapter 14 of Grossberg’s text, he explains the need to reject the idea of there being a single relationship between capitalism and culture. However, I begin to disagree, and this Doritos contest is the prime example of how capitalism’s relationship with culture is simple; bloodsucking. Having not heard or seen the commercials (mainly because I don’t normally watching television) I logged on the to Doritos website to find the contest rules. The way the contest works is buy a bag of the unnamed chips (like the one shown in the included picture) and not only give it a name but create a commercial for it for a chance to win a prize. What a contest. This is capitalism at its finest; not only do we want you to buy our products, but make our advertising for us to!
The reason why I find this case so interesting is for the reason being that is works! The current culture of the teens in which this Doritos campaign is targeted is a culture of interaction, technology and includes the mentality bigger spotlight on you the better. The contest is done and results and soon coming for the winner, however, one thing is for certain; the contest was affective, the chips were definitely purchased because of our current culture all those home video Doritos advertisements were posted and submitted. It’s needless to say that the marketing team of Doritos recognized the huge success in online participation. Doritos is just one example of a company sinking their teeth on the pockets of the youth, and forming a marketing campaign that like a puzzle piece fits with the main aspects of today’s popular culture.