Together with Doritos, we turned perspective on its head and made the brand’s iconic shape the core of a bold, culture-driven campaign. Through humor, double meaning and smart festival activations, the campaign captured attention, drove engagement and delivered strong results.
The Process
Doritos set the goal of increasing market share over a three-year period. As competitors dominated the innovation race around new flavors, Doritos needed to find a new way to drive brand preference, sales and positioning. The objective was to position Doritos as bold and unconventional, build an emotional connection and engage young adults aged 18–35, with a particular focus on festival audiences during the summer season.
Building on Doritos’ iconic shape and the brand promise “For the Bold,” the campaign was created as a playful and culturally relevant concept driven by humor, curiosity and audience participation. A large illuminated installation served as a landmark at festivals, drawing visitors to the sampling teams who engaged audiences through interactive activities and playful messaging.
The campaign extended beyond the festival grounds through social media, guerrilla activations and the festivals’ own channels, creating strong visibility and conversation throughout the summer. By allowing the audience to interpret and engage with the concept in their own way, the campaign achieved high relevance, strong engagement and lasting memorability.
The campaign exceeded expectations: market penetration increased by 43%, targets were surpassed by 82%, and Doritos ranked as one of the two most memorable activations at the festivals, with audience reach exceeding 90%. Audience feedback confirmed the campaign’s creativity, humor and impact, demonstrating how the global Doritos brand was successfully adapted to the Nordic market with cultural precision.
Playing with the Shape
To strengthen the brand and reach young adults, a playful festival activation was created around Doritos’ iconic shape. Through humor, interactive experiences and social amplification, the campaign significantly increased market penetration and became one of the most memorable activations of the festival season.
