Doritos: Alan
Abbott Mead Vickers BBDO
SUMMARY
This is a story of triumph over adversity. 2009 was a tough recessionary year, and Doritos' core target - 16 - 24 year olds (the so-called Millennials), were feeling the pinch of the credit crunch. But in the midst of instability, we identified a massive opportunity. While money-conscious Millennials were no longer splashing out, they certainly hadn't stopped having fun. They were swapping “big nights out” for “big nights in” - and Doritos already had a strong hold on informal social occasions and gatherings.
The “Alan” campaign sought to capitalize on this trend...