Doritos has launched its biggest above the line campaign in the last five years.
Running for 12 weeks, 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”.
Marketing director snacks at PepsiCo Clafoutie Sintive said: “We know just how popular our Doritos products are with consumers, with 44.1% household penetration in the UK (Kantar), 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.”