Doritos Mystery: Challenging a generation

João Gabriel Fernandes

Snack brand Doritos launched an innovative 'mystery flavour' campaign in Brazil that helped it reconnect with millennials and recover its reputation as a bold brand.

Campaign details

Brand: DoritosBrand owner: PepsiCoLead agency: AlmapBBDOContributing agencies: Sherpa 42Country: BrazilIndustries: Savoury snacks, potato chipsMedia channels: Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Packaging & design, Public relations, Search marketing, Social mediaBudget: 1 - 3 million

Executive summary

Doritos, a snack brand that had always been a benchmark for boldness across the world, was starting to lose strength in Brazil and become uninteresting to its target millennial generation.

And, worse, the upcoming campaign had to be focused solely on the launch of another flavour...

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