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Doritos gets it!
This is a consumer goods product that truly giving up control to their consumers using rich content and community to build its brand. This past year Doritos received a ton of hype with their consumer-generated Super Bowl ad and ended up with arguably good ads. 

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More recently, the strategy puts the consumer as the storyteller and the medium by inviting consumers to decide which new limited edition chip flavor will survive. Enter Fight For The Flavor. The idea of voting for a new product flavor or color isn't new (M&Ms, Crest, Ice Breakers etc.) but actually releasing the product (and investing in the Consumer based R&D) is.  By doing so, they're encouraging immediate trial and consumer engagement with the brand in order to "fight for the flavor".

Check it out.www.snackstrongproductions.com

What I love about this is that the Doritos team realizes the art and science of marketing.  They are using body of techniques for investigating a consumer phenomena and acquiring new knowledge through consumer’s feedback loops and data, as well as for correcting and integrating previous knowledge of the past campaigns.

ON: Doritos + Consumers = Marketing via @jpenabickley