Doritos drops logo to reach a generation that rejects ads
By James Herring on Wednesday, August 28, 2019
Snack giant Doritos has launched an ad campaign which features no logo or brand name, to attract a younger, advertising-averse generation – reports CNBC.
The new ad campaign features plain bags and has been launched with a 60-second “Anti-Ad” on YouTube.
Monday the brand tweeted: “the chip’s so iconic … we don’t need to name it.”
Doritos has also changed its twitter handle to @Logo_Goes_Here and its website address to thelogogoeshere.com.
DORITOS DORITOS DORITOS DORITOS DORITOS DORITOS
DORITO DORITO DORITO DORITO DORITO
DORIT DORIT DORIT DORIT
DORI DORI DORI
— 🔺 (@Logo_Goes_Here) August 26, 2019
According to the WSJ ‘Doritos is the latest brand trying to reach a new generation of young consumers who have grown up on ad-free digital content and are eager to escape corporate pitches. ‘
The ad campaign also fits in within a broader trend in marketing in which brands need to appear to be less promotional and embrace new means of reaching consumers, the newspaper said.
According to Rachel Ferninando, senior vice-president of marketing “There’s a desire to almost reject traditional advertising.”
The voiceover in the TV spot states “this is an ad with no logos, no jingles, no gimmicks.”
It remains to be seen if Doritos is going drop its logo for good.
Agency: Goodby Silverstein & Partners.