- Doritos has launched a bold new TV campaign, focusing on the bold taste and iconic crunch of Doritos and individual eating styles
- The TVC and on-pack promotion is set appeal to Gen Z in particular, who are increasingly favouring the Night In-In occasion[1]
- Doritos are also offering consumers a chance to win £100 for their Night In-In across core flavour favourites as well as the newest non-HFSS Doritos Pizza range*
Doritos, the number one tortilla chip brand in the UK[2], is launching a bold new TV campaign entitled ‘Devour Doritos Your Way’, which aims to encourage consumers to enjoy Doritos in their own way. Running until the end of March, the TVC campaign firmly taps into Gen Z’s desire for self-expression and celebrates different snacking behaviours to best enjoy the bold taste and texture of Doritos.
The campaign will be accompanied by an on-pack promotion offering shoppers the chance to win £100 to tap into the growing demand amongst Gen Z consumers for a ‘Night In-In’. Running across the core Doritos range and recently launched non-HFSS pizza flavours until 30th May, the promotion builds on Doritos’ already established role in the occasion and encourages Gen Z shoppers to continue sharing moments with friends. In fact, larger sharing formats have been a consistent driver of category growth at +33% and are now the biggest format in the savoury snacks category[3]. Sharing packs across PepsiCo’s core Doritos range saw a +5.3% growth in 2022, so the brand is well positioned to help retailers meet the growing demand for Gen Z consumers who want to enjoy a night in with friends[4].
Alex Nicholas, Doritos Senior Marketing Manager, commented: “This bold new campaign focuses on the fun and bold taste of Doritos and is brought to life in a brilliantly engaging way through the use of three different snacker types, showcasing the top ways the nation loves to enjoy Doritos. We know that Gen Z are looking for ways to express themselves and this campaign encourages them to do exactly that.
“Staying in is now very much the new going out for Gen Z consumers. Recent research has suggested that as many as 71% prefer it to a night out[5]. The occasion is now worth £2.5 billion[6], showing a huge demand from consumers who are willing to trade up on snacks when staying in. Our on-pack promotion further encourages customers to enjoy their ‘Night In-In’ with Doritos and is therefore a must stock for retailers.”
For marketing press only:
The TVC will feature a voiceover from social media personality and entertainer Yung Filly to help appeal to the creative Gen Z age group in particular, reemphasising the relevance of Doritos for this demographic’s ‘Night In-In’ occasion.
The engaging campaign centres around the three types of snackers that the brand found everyone can relate to: the gecko (The Licker), the bear (The Chomper), and the goat (The Nibbler).
ECD Sips&Bites, Matthew Watson said: “There’s something quite unique about how we all enjoy Doritos, so it was time to put that front and centre and shine a spotlight on how we all unleash the wild within when Doritos are in play. To create human animals, we enlisted leading talent, Henry Littlechild, Fable FX and Dark Energy, films to combine live action and photo real CGI to bring the characters to life.”
The personas reflect eating behaviours that are common across the nation and become unleashed with the bold taste and texture of Doritos. The resulting campaign utilises these personas to encourage customers to unleash the wild within and devour their Doritos shamelessly, maximising enjoyment when snacking.
[1] Imagen Insights x PepsiCo Night In In 2022
[2] Nielsen Scantrack, Share of Tortilla, Jan MAT 2023
[3] Nielsen Total Coverage Incl. Discounters W/E 29.10.2022
[4] Core Snacking Database and MAT to WE170922 across Total Impulse
[5] Imagen Insights x PepsiCo Night In In 2022
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