"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.

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Anonymous Adgrunt's picture
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Dabitch's picture

There was a comment here that lingered for a few days with a pretty offensive word in it. Since I'm dictator and God of this ship, I deleted it and the account of the person who made that useless comment. We do not need such useless and to a large amount of people seriously offensive "input" on this site (the comment had no point whatsofrickinever) so kindly watch your fucking mouths. (Clearly, it wasn't a swearword).

fourirenet's picture

This contest was poorly executed and everyone involved in it should be ashame. The promotion and the idea was really good. But it look like everything else have been operating by amateurs showing no respect for those who spend many hours to participate . The website was inappropriate and the video submission process have a lot of flaws who had never been fixed. The communication was so badly executed, that after the judging process a lots of peoples starts to believe that this contest was fixed. And that is not good for a brand name like Doritos...