Towards the end of 2019, Doritos launched a campaign that addressed its consumers with a new campaign called "Another Level", inspired by a generation of consumers that has largely gone stale on the blatant and overt approaches to advertising that we're used to seeing every day. In its 60 second "Anti-Ad" TV commercial, Doritos shows audiences anything but the product itself, or the classic Doritos logo. Instead, Doritos relies entirely on consumers' familiarity with its triangle-shaped snack and bold packaging, as the narrator says, "For a chip so iconic, we don't need to name it cause this is an ad with no logos, no jingles, no gimmicks, just those red and blue bags with the stuff you love in it."
Doritos also temporarily renamed its website, from Doritos.com to LogoGoesHere.com, in the spirit of going totally brandless. As well, the company removed all of its traditional branding from social media, outdoor advertisements, and online website.
Although the brand takes a peculiar and risky approach to advertising, it's unlikely that anyone see the "Anti-Ads" and not recognize Doritos in its symbolism.
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