Dina & Mita is a Doritos TV advertisement that aired during the Super Bowl. In the advertisement, two grandmothers, Dina & Mita, accompany their granddaughter into a grocery store. On the shelf, there is only one bag of Doritos Dinamita chips left, and before Dina & Mita can grab it, another customer takes it. They chase him across town, apprehend the customer, and take the Dinamita chips for themselves. The techniques used in this ad to evoke an emotional response are humor and scarcity.
The objectives of the ad campaign were to increase sales of Dinamita chips and to inform customers about a new Doritos chip. For this ad campaign, the target market was the Latino community because the commercial featured all Hispanic actors, and the Dinamita chip is based on Latino/Hispanic cuisine and flavors.
The action the ad wants the audience to take is to purchase Dinamita chips to try them out for themselves. The audience will benefit from trying a new type of Doritos chip rooted in Latino/Hispanic flavor profiles. These flavor profiles and targeted advertising are the product’s value proposition. A product geared toward the Hispanic and Latino communities in the United States can build strong brand awareness and loyalty in a community that has historically been underrecognized.
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