• Brandweek, Tuesday, March 27, 2007 11 AM

While Doritos aired consumer-created TV ads during the Super Bowl, now the public gets to pick which one of the two new flavors to throw overboard.

A new "Fight for the Flavor" campaign urges consumers to go online and vote whether Doritos Smokin' Cheddar BBQ or Doritos Wild White Nacho chips, will become a permanent staple of the snack aisle -- and which ends up in brand heaven.

"The idea of Doritos fans continuing to take control of the brand is what excites us about the "Fight for the Flavor" campaign," says Ann Mukherjee, vice president-marketing of Frito-Lay. "We want Doritos fans to tell us what they want to see, from the advertising to our next flavor and beyond." Both flavors and the new effort, from Goodby Silverstein & Partners, are in a national TV spot that broke Monday, in which the two duking it out in a boxing ring.

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