Doritos, brand recall, and learning science retrieval

Does this mean that: Retrieval of brand name = Better learning of the brand = More likely to buy the brand?

The new Doritos anti-ad (#LogoGoesHere) campaign features everything surrounding the brand, but never shows or says the brand name. They show the red and blue bags, talk about the flavor and what the chip looks like, etc. but never say the name.

Per Ad Age, “Doritos is the latest brand to acknowledge audience distaste for overt advertising with its latest strategy—it’s dropping its logo from its new campaign.”

Maybe.

Or maybe they hired some learning scientists.

Brand Recall

In marketing, when we talk about brand recall, we’re usually referring to a consumer recalling (unaided by the logo, etc.) the brand name. Examples:

  • “Can you get us some chips for the party?” “What kind?” “Uh, how about some tortilla chips and some Doritos.”
  • “You know, those triangle chips that have a nacho flavor.” “Doritos.
  • “Remember how we always got chips with our hamburgers at Mary’s house?” “Yep, whenever I have a hamburger now, I always want Doritos.”
  • “I need chips” (writes Doritos on shopping list).

The general idea is: If your brand is the one they recall, they are more likely to buy it.

But learning science takes it a step further.

Learning Science Retrieval

Retrieval is the process of calling up a memory, which can be a piece of information such as a brand name.

There are generally two types of retrieval

  1. Recognition – Where we “recognize” the information as familiar or the information that we were looking for.
  2. Recall – Unaided, we bring up the memory of the information.

As an example, on a test, a multiple-choice question is recognition

Question 1: Nicole’s last name is:

a) Finkel

b) Finbruner

c) Finkbeiner

d) Fink

(correct answer: c)

With recall, a retrieval question is usually a free form response. Example:

Question 1: What is Nicole’s last name?

(blank space where the user would manually write or type “Finkbeiner”)

Studies have shown that retrieval increases retention of the content (increased learning).

Putting it all together

The Doritos anti-ad (#LogoGoesHere) campaign could be considered a form of retrieval. Which leads to an interesting question:

If Brand recall = Higher sales

and

If retrieval = Increased learning

Does this mean that: Retrieval of brand name = Better learning of the brand = More likely to buy the brand?

Hopefully, Doritos or someone with money and time is studying this.  This could have interesting long-term impacts on marketing and advertising.