Doritos drops its logo to spark UGC from ad-adverse Gen Zers

Doritos is removing its logo from its advertising as the PepsiCo-owned snack brand unveils a campaign targeting ad-adverse Generation Z.

The “Another Level” campaign will remove all logos and mentions of the brand from its social media, and from TV and digital ads that premiere during tonight’s MTV Video Music Awards, according to an announcement shared with Mobile Marketer.

The brand is renaming its Doritos.com website to LogoGoesHere.com, and encourages fans to create content inspired by the campaign and share it on social media. Doritos created an augmented reality (AR) Snapchat Lens that lets users turn their faces into triangles, resembling the shape of the flavored tortilla chips.

Doritos is targeting Gen Z with a digital media buy that includes skippable YouTube ads, placements on social media and out-of-home, and partnerships with Warner Music’s entertainment and pop culture website Uproxx and video shopping app NTWRK.

Doritos’ “Another Level” campaign aims to reach young consumers who have grown acclimated to ad-free viewing experiences on streaming platforms like Netflix.

It also marks a significant push by the snack brand into digital media, where tech-savvy young adults and teens are more likely to spend time as they shun traditional channels like broadcast TV and print.

Gen Zers spend more time throughout the day watching mobile videos than any other group, with a strong emphasis on “snackable” content that fills gaps in their daily routines, a recent study found.

Removing logos and product names from advertising is typically a risky strategy for lesser-known companies, but Doritos is one of the most recognized brands in the U.S., suggesting that its signature triangle shape could be iconic enough for audiences to recognize.

By leveraging an AR Snapchat Lens, video shopping apps and ads premiering during the MTV Video Music Awards, Doritos is placing its logo refresh on platforms popular with its target Gen Z demographic.

The campaign encourages fans to create and share what “Another Level” means to them, spurring user-generated content (UGC) that encourages people to interact with the brand.

Doritos has been a mainstay Super Bowl advertiser for decades, earning special recognition for its multiyear “Crash the Super Bowl” campaign that featured crowdsourced UGC. That investment laid the groundwork for an anti-ad campaign like “Another Level.”

The percentage of U.S. adults who said they would consider buying Doritos as their next snack choice rose to 41% last year from 35% in 2013, per researcher YouGov.

To maintain that momentum, Doritos is working to advertise on digital channels that are popular among target groups.

Meanwhile, Doritos joins the growing list of companies that have removed logos or brand names from their marketing materials to make a statement or to signify a change in strategy.

Mountain Dew this year partnered with HBO to celebrate the series finale of “Game of Thrones” by unveiling a white, brandless, limited-edition can it’s calling “A Can Has No Name.”

Diet Coke in June debuted label-free cans as part of an ad push to challenge stereotypes about class, race, gender and more.

Starbucks in 2011 removed its name and the word “coffee” from its logo as the coffee chain expanded into other products, while Mastercard this year removed its name from its logo to reflect a shift toward cardless digital payments.

source: http://www.mobilemarketer.com


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene