Doritos x Illegal Civ

Doritos, a tortilla chip brand, partnered with UPROXX, an entertainment and pop culture website, to launch a limited-edition streetwear fashion collection to make a statement and strengthen Doritos' brand image.

Campaign details

Brand: Doritos/Frito LayAgency: UPROXX

Strategy

Objective

Doritos is a brand synonymous with bold, vibrant energy; and often recognized as a disruptor, quick to champion what is unique and different. But in 2019, it had been some time since it had disrupted culture in what was once its signature fashion and the brand's market share had begun to wane. But that was about to change.

Leading up to its first major brand campaign in years, Doritos sought a partnership that would make a statement, put a unique spin on the status quo, and remind everyone of...

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