Doritos recently launched a new campaign and mantra: "Another Level."
Building on the former tagline, “For the Bold,” the new campaign is focused on igniting consumers to take what they love to the next level. To launch, Doritos is taking advertising to “Another Level” by removing what the Gen Z audience doesn’t love: overt advertising. Doritos will remove its logo from its advertising and social content and instead build the brand with fans. Now THAT is empowering emerging adults on Another Level.
“Another Level” will be supported by a next level campaign that consists of:
- A series of TV and digital spots that include no logos or mentions of the brand, premiering during the MTV Video Music Awards on August 26.
- During the campaign, all Doritos social channels will remove their logos and brand mentions, including all previous content, and new content will be crowdsourced by fans – giving fans the chance to create and share what Another Level means to them
- All new creative will feature the iconic triangle shape of a Doritos chip, a subtle nod to what we’re talking about. Even Doritos.com will be replaced with LogoGoesHere.com.
- Consumers can “triangle themselves” with a SnapChat lens helping shape the conversation.