Campaign Summary
Leveraged the magnitude of the 2019 VMAs to unveil Doritos as a culture-transforming iconic brand. Utilizing VMA relevant artists that embody the Doritos brand ethos, the partnership created buzz and consumer intrigue for the debut of Doritos' :60 "Another Level" TV commercial by planting logo-free product and thematic-editorial easter eggs across all major VMA-viewing touchpoints from Red Carpet through Main Show and across MTV/VMA/Talent social.
Marketing Context
Doritos "Another Level" was a new campaign to differentiate the brand from the competitive set, building upon its equity and recognizable imagery to creatively rejuvenate the legacy and status of Doritos...