PepsiCo: Doritos Mariachi

This case study describes how PepsiCo in the UK increased sales of its snack brand Doritos to an older demographic without compromising the cool image appreciated by its core consumer group of 18-24 year-olds.

PepsiCo: Doritos Mariachi

AMV BBDO

What were the objectives for the creative work?

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

Its history can be summarised 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'.2

2007 – 2012

Doritos redefined its positioning in the marketplace to target young, cool, connected consumers. In order to do that,...

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