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Bryan Reese thought a lot about Doritos in the development of Bolthouse Farms' successful campaign for baby carrots.
Reese's attitude was, If Doritos is doing it, we should too. This translated into quirky web content, edgy TV ads, cheeky billboards, vending machines and a fast-paced video game—all of which overtly targeted the teen skater crowd.
What the Doritos envy resulted in, Reese explained Saturday at the ANA "Masters of Marketing" conference in Phoenix, was a strategic shift from marketing carrots as vegetables to framing them as snacks. Hence,
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