The Long Withstanding Success of Doritos Super Bowl Commercials

              At first I thought maybe I was alone in associating Super Bowl commercials with the cheesy chips company.  So I did a test and asked my coworkers the question I already knew the answer to.  “What company do you most associate with Super Bowl commercials?”  The answer—unanimously—was “Doritos”.  What is it about Doritos’ marketing strategy that has proven so successful year after year on the biggest night of TV advertising in America?  I dug into this phenomena, did my research,  and watched WAY too many old Doritos commercials to find out. 

              The source of Doritos’ success is unsurprisingly its own consumers.  Doritos mission aims to “re-define culture and support those who are boldly themselves”.  Following this mission, for the 2007 Super Bowl, Doritos started their “Crash the Super Bowl” Contest which encouraged consumers to submit their own content to be featured in the Doritos’ commercial.  One of the first winners was the iconic Crystal Ball Super Bowl ad which featured an office worker who wished for free Doritos, proceeding to throw the “crystal ball” (a snow globe) at the vending machine and snatching the now free Doritos.  The insanely popular, fan-made ad placed #1 on the official USA Today Ad meter poll, winning the Super Bowl as far as ads were concerned. 

              The Crash the Super Bowl Contest went on for over 10 years until 2016, and it paved the way for user-generated content use in advertising.  In using UGC, Doritos changed the course of TV marketing, bringing it back to the consumers to produce real, authentic content that the average person could relate to.  The contest itself also did a great job generating hype for Doritos and the advertisements months before they even came out.  Each year, thousands of amateur film makers sent in contest submissions and thousands more online users generated organic buzz about the competition on social media platforms.  As a response, other big name brands like Ford Lincoln, Pepsi, and Newcastle Brown Ale created their own Super Bowl ads with UGC, following Doritos’ lead.  Truly, Doritos began a new era of television marketing.

              Doritos consistently produced hilarious content using its UGC method.  Some of my favorite Doritos Super Bowl Commercials included When Pigs Fly, about a boy who goes to great lengths to make a pig fly in order to secure a bag of Doritos.  Another great commercial was the Doritos Funeral commercial.  A man fakes his death so he can eat Doritos and watch the Super Bowl in peace until he falls out of the casket and is exposed.  These simple, out of the box commercial concepts created by Doritos consumers themselves continued to entertain Super Bowl viewers until 2016, when the company took a new turn in its marketing strategy. 

              Post 2016, Doritos kept up the pace by leaning into viral and influencer marketing tactics for their Super Bowl commercials.  In 2017, Doritos hit the ground running with a rap battle featuring iconic actors Morgan Freeman and Peter Dinklage.  Super Bowl commercials after featured performances from Chance the Rapper and the Backstreet Boys and a dance showdown between Lil Nas X and Sam Elliot.  All these ads had one thing in common—the use of celebrities.  Celebrity features boost viral and influencer marketing, which occurs when consumers are encouraged to share information about goods or services via social media and the internet.  The use of celebrities in the Doritos commercials made them memorable and exciting, and as a result, millions of consumers talked about the ads online.  Doritos’ success comes from its ability to create, rather than follow, marketing trends. If Doritos continues this string of advertising commercial wins, they will achieve Super Bowl success for years to come!

By Marley Niesz

Augmented Reality—The Future of Marketing!

              Do you remember the world-wide phenomenon and phone app Pokémon Go?  It felt like all children and adults alike were spending the entire day walking around with their phones to catch Pokémon.  Although the craze subsided, this app was one of the most widely known and utilized examples of augmented reality.  Augmented reality is computer-generated technology that adds to the reality you see.  In Pokémon Go, augmented reality is the visible Pokémon in your actual environment.  Augmented reality is different from virtual reality, which is a completely computer-generated environment.  Phones and tablets work well with augmented reality technology.  Another example of AR that users may be familiar with is Vito Technology’s Star Walk app.  This app enables users to point their phone camera to the sky and see the names of stars and planets reflected onto the image they see.  Although AR may seem like a thing of the future, it is here right now and consumers have already shown their enthusiasm for it!

              Today, more and more marketers are realizing that augmented reality is no longer reserved for tech companies and video games—it can be an incredibly engaging marketing tool as well.  In print, there are a number of exciting ways that marketers can deploy AR to create a higher than average engagement rate.  Take a direct mail package, for example.  How exciting would it be to receive a postcard that you could actually interact with—virtually?  Augmented reality allows companies to incorporate a barcode onto their print piece which can be scanned by the consumer and then interacted with through their phone.  A good example would be a home décor company sending out a postcard advertising a new desk lamp.  With augmented reality, consumers could scan the postcard barcode and then see the desk lamp in their office, viewed through their phone.  Project Color, a recently released app by Home Depot, shows users what a paint color would look like on their own walls.  This encourages the consumer to visualize and interact with the item in their own environment, which can lead to more purchases.  The possibilities are endless! 

              A major advantage of augmented reality is the amount of time and money it can save companies, especially those in industrial manufacturing.  Imagine how much money and physical labor it costs Lockheed Martin to store and ship its large planes for trade shows.  With augmented reality, all of these costs are eliminated.  Instead, consumers can scan a barcode at a tradeshow and see a life-sized plane right in front of them, including virtual information about it.  In retail, this technology generates fewer item returns because customers are able to see the products in more detail before they actually make the purchase.  This is particularly useful in the age of online retail when less people are seeing physical items in stores and more are ordering online.  According to a study by Ventana Research, the three most important AR capabilities for consumers are getting detailed product information, reading product information, and accessing product information easily on mobile devices.  Simply, augmented reality is an efficient way to market products while also increasing uniqueness and consumer engagement, not to mention its increasing importance during the pandemic. 

              The beauty of augmented reality is its versatility and ease of incorporation into existing marketing strategies.  Although competitive disruptions are bound to intensify across industries with the increasing popularity of AR technology, it remains a smart investment that can generate higher ROI.  Costs incurred by the implementation of AR technology are easily offset with the accompanying decrease in costs such as shipping and travel expenses and other supply chain costs.  Additionally, AR can have a larger reach than traditional marketing touch points because of its virtual nature. 

              We’ve seen many great augmented reality marketing campaigns—and I highly recommend if happen upon one to experience it yourself.  One of my favorites is from Absolut Vodka.  The company placed neck ring tags around each bottle and when scanned the consumer could view and interact with a tour of the Swedish village that distills the vodka.  Not only does this endear the consumer to the brand or product, it works to make the consumer feel connected to its history and story as well.  Another great campaign came from The New Yorker Magazine in 2016.  Illustrator Christoph Neimann designed the cover and brought it to life with the magic of augmented reality.  When readers scanned the cover, it became three-dimensional and animated right before their eyes.  Augmented reality is truly capable of turning a simple print campaign into a living work of art. 

              The importance of augmented reality in various industries, especially marketing, will continue to grow exponentially as consumers increasingly value convenience and rely on the online market for making purchases.  Augmented reality fits seamlessly into traditional marketing techniques while presenting the opportunity to advance them to a highly interactive level.  Backed by our creative agency Digital Shuffle, CCG frequently works with AR technology to enhance any print project.  Let us know your needs, and we will bring our capabilities!

By Marley Niesz


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1.  Santa Tracker- Google Maps

A CLASSIC holiday campaign. Santa Tracker is so synonymous with Christmas you may have never even realized it’s a well-disguised advertising campaign for Google Maps. Every Christmas Eve for as long as I can remember my family looks at the Santa Tracker website to get into the holiday spirit.  Santa Tracker appeals to kids and adults of all ages, and with new features added every year, continues to successfully evolve.

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2.  #OptOutside- REI

I need to get something off my chest… for as much as I love Thanksgiving, I HATE Black Friday.  As a result, I love REI and its #OptOutside Black Friday campaign, for which they closed all their stores to encourage people to spend time outside and give back to Mother Earth. Customers used the hashtag #OptOutside to showcase their time in nature on social media, simultaneously providing UGC (user-generated content) for the REI brand. This campaign is unique and meaningful and continues to be a success year after year. 

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3. #NZsecretsanta- New Zealand Post’s Secret Santa Gift Exchange

In 2013, the New Zealand Post decided to sponsor the online Secret Santa social media campaign started by twitter user @WebSam. #NZsecretsanta turned into a nation-wide celebration of generosity and togetherness where participants spend up to $10 sending a gift to a total stranger — connecting people all across the country. Even the Prime Minister participates! The success of this social media campaign continues to grow every year for the New Zealand Post, and everyone who participates receives a gift. It’s a win-win!

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4. First Christmas- Alaska Milk

In this commercial, which perfectly touches on togetherness, emotion and memories, a daughter experiences her first Christmas without her mom. To bring her family joy during this tough time, she makes her mother’s special Filipino Sapin-Sapin Christmas recipe using Alaska Milk. This holiday commercial was a huge success because of the significance and global familiarity of sitting down for a meal with family transcends all cultures.

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5. No Need to Fly/Around the World in Germany- Deutsche Bahn

A whopping 72% of Germans travel abroad for the holidays. In this innovative marketing campaign, Deutsche Bahn, a German rail line, encouraged Germans to stay home for the holidays instead. Each commercial compared foreign tourist spots to ones within their own country, and showed the money saved by choosing to ride a train instead of fly. Utilizing beautiful, “Instagram-able” imagery, Deutsche Bahn impressively compared the landmarks and countryside of Germany to ones all across the world. After airing this campaign, they saw a 6.61%. conversion rate and  a 24% YOY increase in revenue. Now that’s inspiring!

By Marley Niesz

Corporate Communications Group Covid-19 Statement: We’re Open To Serve You.

We recognize that COVID-19 has affected many companies’ ability to do business and stay ahead of this fluid situation. In this time of uncertainty, our thoughts are with you.

Our concern for the well-being of our employees, clients, suppliers and others within our community is first and foremost. We are taking all actions recommended by the CDC, WHO and state, local and federal governments to protect their health.

Now, more than ever, we stand ready and able to deliver your message. While some of our staff is working remotely, our manufacturing team is on-site to ensure uninterrupted production and distribution of your materials. CCG is open for business.

  • We are monitoring our employee’s health – stressing the importance of staying home if an employee suspects they have been exposed to COVID-19 or is displaying symptoms.
  • We are leveraging video and conference technology to promote social distancing and provide non-contact meetings so we can continue to collaborate with you on projects and ideas in real-time.
  • Our daily procedures include enhanced cleaning and disinfecting of our offices, production areas and equipment.
  • We have eliminated business travel and suspended visitors to our facility.
  • We are in constant communication with our supply chain to ensure availability of the materials we need on hand to produce your work.
  • Finally, we are working with all of our employees to provide flexibility and support due to daycare and school closings.

We understand that your organization is facing the same challenges and the uncertainty that accompanies this unprecedented situation. Our hearts go out to the many who are affected in so many ways.

Corporate Communications Group has taken the above actions in order to do our part in limiting the potential spread of the virus, care for our employees and to maintain our ability to produce and deliver the messages and materials you need today and tomorrow. We will provide additional updates as more information becomes available.

Thank you for your continued support – and please stay safe and healthy!

Michael Marcian
CEO, Corporate Communications Group

Corporate Communications Group: Named Best Workplace in the Americas 2020 Competition

Upper Marlboro, MD2/12/2020– Corporate Communications Group (CCG) of Upper Marlboro, MD has been awarded the Best Workplace designation in the 2020 Best Workplace in the Americas (BWA) awards competition. The BWA awards are awarded to companies that create the best environments for their employees. The BWA awards, presented by Printing Industries of America (PIA), is awarded annually to only those companies meeting rigorous standards in human resources practices.  This is the second year in a row that CCG has been recognized by the BWA Awards.

Being designated a Best Workplace company again demonstrates that CCG continues to commit to and invest in its employees. A panel of printing industry professionals evaluated applicants in three categories: Communications & Culture, Employee Resources & Benefits, and Safety & Work Environment.  CCG recognizes that exceptional workplaces better serve the needs of the company and its clients.

“CCG is one of the premier companies in the printing industry for employee experiences,” said Adriane Harrison, vice president of Human Relations at PIA. “This award is a testament to CCG’s leadership in developing an ‘employer of choice’ culture.”

“We are honored to again be recognized by the industry. Employees are a company’s greatest asset and we are fortunate to have a very talented group who deserve this recognition. They continue to foster a culture that encourages growth, support, and success for CCG,”

said Michael Marcian, Chief Executive Officer.

Michael F. Makin, president and CEO of PIA, agrees. “The Best Workplace in the Americas award winners stand among the most distinguished printing industry leaders by human resources standards. Congratulations to CCG for its outstanding achievement in human resources excellence.”


Corporate Communications Group (CCG) is the largest employee-owned print and graphic communications organization in the Mid-Atlantic region. With robust capabilities and technology, CCG focuses on serving the print and marketing communication needs of associations, direct marketers, corporations, higher-ed institutions, corporate, and special interest groups. For more information, visit


The Best Workplace in the Americas (BWA) awards, presented by Printing Industries of America (PIA), recognizes a company’s commitment to quality and excellence, passion for success, and dedication to providing a safety-focused work environment. For more information about the program, visit:

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Corporate Communications Group: Awardee in Best Workplace in the Americas 2019 Competition

Upper Marlboro MD – February 22, 2019

Corporate Communications Group (CCG) of Upper Marlboro, MD has been awarded the Best Workplace in the Americas (BWA) designation to recognize exemplary human resources practices that create an outstanding workplace. For nearly 20 years, Printing Industries of America’s BWA program has acted as an acknowledgment of printing industry excellence in human resources practices.

Being designated a Best Workplace company demonstrates the significant commitment that CCG has made to its employees by investing in their work environment, their personal goals and ambitions, and recognizing that an exceptional workplace also serves the needs of the company. A panel of respected human relations professionals from the print industry judged entrants against benchmarking categories that promote the most sought-after qualities of today’s workforce, including: Communication & Culture, Employee Resources & Benefits, and Work Environment & Safety.

“It’s an honor to be recognized by the industry as a company that offers a superior workplace. I’m both proud and humbled to have the privilege of leading CCG today and into the future, but the real credit goes to the talented employees of CCG who continue to develop and grow our organization. They believe in each other, and in the mission and vision of CCG.” said Michael Marcian, CEO.

Michael Makin, president and CEO of Printing Industries of America, agrees. “Companies recognized in the Best Workplace in the Americas program exhibit the highest commitment to success in many ways, but particularly through their employees. Congratulations to Corporate Communications Group.”

For more information about the Best Workplace in the Americas program, contact Adriane Harrison at 412-259-1707, or see For more information about Corporate Communications Group, contact Michael Marcian (CEO) at