Marketing in the News, Tostitos

     Football is something that I have always enjoyed watching. (and playing to a lesser extent) College Football was where I started out, but recently I have started watching more NFL football. The Super Bowl is one of the biggest advertising events of the year, so when I saw a unique way of branding at the Super Bowl, it caught my attention. 

    To summarize, Tostitos is bringing its "Tost by Tostitos " pop-up restaurant to Las Vegas for the Super Bowl on February 11. People can enter to win a package that includes travel, Super Bowl tickets, and tableside service at the Tost by Tostitos by Kirk Cousins. Cousins is the quarterback of the Minnesota Vikings. To enter, people simply have to follow some social media instructions that will increase the visibility of both Tostitos and Cousins. This event can be attended by booking a reservation, but when Cousins appears will only be made known to the contest winner.

    Tostitos value proposition is about making chips and dip that are tailored to parties. They provide opportunities to get together with your friends and have a good time. Several years ago, they sponsored a college football bowl game called the Fiesta bowl, so the title became the Tostitos Fiesta Bowl. That shows what kind of market they are trying to attract. 

    The idea behind this campaign is to combine the Super Bowl and Las Vegas with the Tostitos brand. To match the vibe of Las Vegas, they are looking to make this an over-the-top experience, to go along with some experimental new offerings. The event will cover three stories, and every meal will incorporate corn in some way. The reasoning behind that is the fact that corn is a key ingredient in Tostitos' chips. The event will be open for lunch and supper from February 8-10. This is so the people in town for the Super Bowl will have different opportunities to experience the Tost by Tostitos.

    I believe the challenge that Tostitos is trying to overcome is getting their name out more in way that are related to the Super Bowl. After all Frito-Lay, the owner of Tostitos, is the official chip and dip sponsor of the NFL. However, I did not know that before reading this article. Also, Tostitos' products seem ideal for Super Bowl parties. A group of people eating snacks and having a good time fits in perfectly with Tostitos' target market. As far as the competition

    I think this marketing solution was pretty well-done. They used social media to get the information out and get people to interact. Also, they are making an experience that will remain in people's minds, which is one of the main things that you want to do in marketing. People will not remember a banner that says "Frito-Lay, official chip and dip sponsor of the NFL." However, they will remember a unique, corn-based restaurant leading up to the Super Bowl. If I would change something, I would probably focus more on making meals using Tostitos' products instead of corn. While there is a connection, it does seem like a bit of a stretch to promote the Tostitos brand using corn.

    I feel I learned some good information about adapting your marketing strategy toward the opportunities you have. Tostitos was able to take the excitement of the Super Bowl being in Las Vegas for the first time, and turn it into an excellent marketing opportunity. It is also a great example of a company doing something remarkable to get the attention of potential customers.

Source Article https://www.marketingdive.com/news/tostitos-pop-up-restaurant-kirk-cousins-super-bowl-las-vegas/704895/  

Tostitos website https://www.tostitos.com/