Campaign details

Brand: Frito-Lay
Agency: Ketchum

A NEW GENERATION PROVES RESISTANT TO OVERT ADVERTISING. DORITOS DID SOMETHING REMARKABLE TO GET THEIR ATTENTION

As a pop culture brand in a fast-moving category, Doritos must continuously tap into the changing interests and attitudes of its fans. This has traditionally meant being an active presence in big cultural moments, including Super Bowls, major concert tours, and popular new e-sports events.

But the new Gen Z audience posed a challenge.

These younger consumers pride themselves on their independence, and tend to resist overt brand advertising. Doritos understood where they were coming from. So the brand launched a daring new campaign.

No name. No brand. The word Doritos never even appeared.

Not on TV, in digital videos, or across our social media channels. Just the iconic triangular shape of a Doritos chip.