Doritos: How a snack brand made money in the music business

This case study describes how Doritos, the snack brand, broadened its appeal to include older consumers, without alienating younger people, by creating a travelling band to visit parties in the UK.

Doritos: How a snack brand made money in the music business

Principal authors: Tom White and Rory Gallery, AMV BBDOContributing authors: Jonathan Flockton, Michael Walford and Graham Burgess, AMV BBDO

Market context

Doritos is the 3rd biggest snack brand in the UK1.

Its history can be described in terms of 2 phases of brand development:

1994 (launch) to 2007

Doritos had established itself in the UK (mainly through distribution gains) but was lacking in any sort of meaningful brand identity. Most often, respondents in research referred to Doritos as 'that triangular American snack'....

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