Doritos: Getting ready for social

This case study describes how Doritos, the snack brand owned by PepsiCo, responded to a social media challenge made on live television in the UK.

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...

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