Doritos: Late Night
Tom White, Nicola Davies, Benedict Pringle
Abbott Mead Vickers BBDO
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 for YouTube and iPhone.