"Become a Doritos Guru" contest rewards creativity with $25,000 cash and the title of "Guru"

The Become the Doritos® Guru Contest is a nation-wide contest that asks Canadians to name the newest Doritos flavour and create a 30-second commercial about what the flavour inspires in them.

The winner will be declared "The Doritos Guru", receive $25,000 cash and one percent of their flavour’s Canadian net sales. Stardom is also up for grabs. The winning submission will be aired on national television as the brand’s new commercial.

The new, nameless flavour is available in plain white bags at retailers across Canada, and contest submissions are being accepted at www.doritosguru.ca from now until March 18, 2009. Each submission must be in video format and 30-seconds in length. Entrants can showcase their inspiration in any way – whether it be through dance, comedy, digital, painting – almost anything goes.

The Become the Doritos Guru Contest is supported with a Facebook fan page, an extensive advertising campaign on national television and online, and media partnerships with MuchMusic and Astral Media.

BBDO Toronto developed the mass advertising; Proximity Canada handled the interactive; Capital C, Toronto developed point of sale; Fleishman Hillard, Toronto handled public relations and OMD Canada, Toronto did the media buy.