Doritos: Getting ready for social
Tom WhiteAbbott Mead Vickers BBDO London
L'esprit d'escalier
A French term, coined by the philosopher Diderot, which translates into English as "staircase wit". It describes the predicament of thinking of the perfect comeback too late. It is the witty repartee you only think of when you've left the room and are standing at the bottom of the staircase
Summary
This paper tells the story of how we set up our brand – Doritos – to ensure we'd never suffer a case of the I'esprit d'escalier's.
Our story begins, and ends, on a Friday...