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,...