Doritos: Late night

Tom White

Doritos wanted to find a place at centre of young, fun-loving, twenty-something's big nights in. But the target audience were getting their entertainment elsewhere.

Doritos: Late Night

Tom White, Nicola Davies, Benedict PringleAbbott Mead Vickers BBDO

EXEC SUMMARY

Doritos wanted to find a place at centre of young, fun-loving, twenty-something's big nights in. But we saw that this was a tough occasion to crack; our target audience were getting their entertainment elsewhere.

This paper shows how planning was not afraid to radically shift the way Doritos thought about their brand in order to achieve our objective: taking Doritos from snack product to entertainment property.

By building partnerships with other creative industries, we created a world's first form of entertainment: a 360° music video...

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