Doritos Late Night: World's first entertainment

Tom White

This paper explains how the Late Night campaign for Doritos, the PepsiCo-owned snack, created a new sub-brand that delivered an uplift in core UK sales.

Doritos Late Night: World's first entertainment

Tom WhiteAMV BBDO

Campaign details

Brand owner: PepsiCoAgency: AMV BBDOBrand: DoritosCountry: UKMedia budget (USD): Up to $500kChannels used: Mobile and apps, Social media, Online video

Executive summary

This paper explains how the Late Night campaign for Doritos, the PepsiCo-owned snack, created a new sub-brand that delivered an uplift in core UK sales. Doritos had to respond to increased competition as brand owners tried to capitalise on changes in behaviour as recession-hit consumers focused on entertainment at home rather than in bars, clubs...

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