• Doritos is launching a new brand platform “Make Your Play”, encouraging the nation to defy norms and express themselves speaking to those hungry for self-expression
  • Running from 1st June through to August, the campaign will span TV, digital, OOH, PR
  • As the no.1 tortilla chip brand[1], Doritos has experienced three years of consecutive growth of +5% or more[2]

Doritos is making a bold return to TV this summer, as part of a new campaign that is set to encourage shoppers to approach life in a more playful, self-expressive way. Launching from 1st June for 12 weeks, the launch of the “Make Your Play” brand platform will be Doritos’ biggest above the line campaign in the last five years.

The “Make Your Play” campaign centres on a reimagined perspective on the iconic triangle Doritos chip, turning it into a play symbol that can inspire people to express themselves in a creative, fun way.

Clafoutie Sintive, Marketing Director Snacks at PepsiCo, comments: “Young adults aged 18-30yrs are torn between who they should be and who they want to be. We’re taking our approach to self-expression to the next level with our latest Doritos campaign, supporting people to become who they want to be. We know that by changing your perspective on how you see the world, you can achieve anything you put your mind to, no matter what the conventional norms are. Before we only saw our signature triangle tortilla chip, we now also see a play button that can encourage consumers to approach life in a creative playful way.”

Sintive continues: “We know just how popular our Doritos products are with consumers, with 44.1% household penetration in the UK[3], but we remain committed to bringing excitement to the savoury snacks category. Whether that’s through stand-out campaigns or bold flavours, we know that new news is crucial to bringing in younger shoppers. We can’t wait for the new multimedia campaign across TV, digital and OOH to go live and we are confident that it will really spark another step-change in appealing to young adults aged 18-30yrs, coupled with our bold flavour choices that we know they love. We want to encourage consumers to step up to the plate, and make their play in their own unique way.”

The new campaign arrives after Doritos has experienced strong growth, also driven by the successful performance of its newest launch – Doritos STAX. Packed in a distinctive, recyclable triangular tube which carries the widely recycled logo, the range was named as the number one incremental NPD launch in 2020[4], and contributing to total brand growth by +61% last year[5].

[1] Nielsen Scantrack, Total Coverage, MAT w.e. 01.05.21

[2] Nielsen Scantrack, Total Coverage, MAT w.e. 01.05.21

[3] Kantar Worldpanel, MAT w.e. 18.04.21

[4] Kantar FMCG Purchase Panel, dec 2020

[5] Nielsen Scantrack, Total Coverage, Savoury Snacks Global Database, Value Sales & Value Change YOY, 2020, UK

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