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

This campaign, for snack brand Doritos in the UK, attracted a broader audience by tapping into its shared love of cheesy cover bands.

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

Agency: Abbott Mead Vickers BBDO LondonAdvertiser: PepsiCoBrand: DoritosCountry: United Kingdom

Objectives

Market Context

Since its launch in 1994, Doritos has grown to become the 3rd biggest snack brand in the UK1 by targeting a youthful, 18-24 year old audience.

Doritos had become the snack of choice for young people, by appealing to them through award winning, breakthrough campaigns such as 'Late Night' (the world's 1st360° music video featuring rap artist Professor Green),...

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