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Challenging the Insight Status Quo with Doritos at IIEX 2019

by Carrie Graham

When the Doritos team wanted to get outside of their insight comfort zone, they came to Sylver Consulting for our pure System-1, Symbolics methodology. The resulting work led to the development of the Doritos Blaze and Flamin’ Hot product lines, bold package design, the most talked about Super Bowl ad of 2018!

At this year’s IIeX North America 2019, Brianna Sylver will join Brodie Dunn of the Doritos team to share this and more at their talk, “How Do You Launch Products That Perform Well Above Initial Expectations?”

Join us for this presentation on April 25th at 12pm to:

Learn about Symbolics

Symbolics is the only pure online metaphor elicitation, System 1 response method on the market. This method taps into the emotional, unconscious associations that consumers make to questions/brands posed to them. We’ll share how this method supported PepsiCo to unleash new, uncharted insights territory for its Hot & Spicy snacks.

Better understand the transformation of insight into action

Learn how nuanced insight on the experience of consuming a spicy snack has been actioned to support the Doritos team to launch its breakthrough product Doritos Blaze, bridge the beverage and snacks businesses of PepsiCo and fuel an informed pipeline of Hot & Spicy snacks and associated in-store merchandising and TV spots for the PepsiCo business.

Be inspired

How might you challenge the status quo on insight for your organization?

Register with Brianna’s code in order to get an excellent discount of 50% off of your IIeX registration. We hope to see you at the best IIeX North America yet!



  • News
  • 2019
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  • Conferences
  • IIEX
  • Insights
  • Insights Into Action

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