Frito-Lay: Doritos another level

Frito-Lay-owned tortilla snack brand Doritos, created a campaign across outdoor, TV and social media that didn't feature its brand name or logo, to appeal to Gen Z consumers in the US.

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...

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