Doritos is launching a campaign called, “Another Level,” that will remove its iconic triangle logo from all advertisement and social media content and will be replaced by content crowdsourced from fans who share what “Another Level” means to them. The campaign includes digital ad buys that target Gen Z including partnerships with NTRWK and Uproxx, making it Doritos’ largest digital investment for a brand equity campaign.
To launch the anti-ad campaign, Doritos created a 60-second video spot that features flashing imagery and video of possible Gen Z interpretations of the Doritos logo.
The spot debuts on August 26, the night of the MTV Video Music Awards, followed tomorrow by spots on national television. “Another Level” will extend to out-of-home (OOH) ads that feature the words, “An ad without a logo? That’s another level.” On the campaign launch day, Doritos updated its Twitter bio to:
“The account for a chip so iconic, We don’t need to name it. Taste it. Wipe the dust on your street clothes, Rhymes with ‘I need those’ Pass the _____.”
The campaign, informed by a study that Doritos conducted across generations, is part of the brand’s ongoing attempt to strengthen Gen Z appeal and its play on young snackers’ love for self expression. The brand was named one of Gen Z’s favorite brands in a Morning Consult survey.
“A couple of years ago we really started to understand that Gen Z was different and that self expression and being authentic was so much more important [to them]. That translated into this philosophy and mantra around ‘Another Level.’ We help them take what they love to the next level” by helping to promote their self expression via such venues as social media,” Rachel Ferdinando, senior vice president of core brands for Frito-Lay, told Marketing Daily.
Doritos’ anti-ad initiative follows a string of recent marketing efforts meant to attract Gen Z. Ahead of the Spider-Man: Far From Home release, the brand announced a global campaign inspired by the movie that included an online game for fans called “Spidey-Sense Challenge.” More recently, Doritos re-launched its “Spark The Beat” challenge, which encouraged vocalists and beat makers to create their version of a song from rapper Lil Baby. Winners received $100,000 and an in-studio session with the singer.
