Doritos: Alan

In 2009, Doritos' core target - 16-24 year olds - were feeling the pinch of the credit crunch. But while these money-conscious UK Millennials were no longer splashing out, they certainly hadn't stopped having fun.

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...

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