Cord-cutting, ad blockers and incognito browsers are just some of the ways younger audiences are avoiding advertisements. As marketers look for new ways to get their brand names and logos in front of hard-to-reach Gen Z audiences, Doritos is trying something very different.
Banking on the iconic status of both its product and packaging, the chip brand has removed its name and logo entirely from its newest campaign, “Another Level.”
The anthem spot from Goodby Silverstein & Partners is titled “Anti-Ad” and was released during this week’s MTV’s Video Music Awards. The goal is to rely on Doritos’ unique shape and place in popular culture, although the ad is hardly subtle in it’s references back to the brand. It even starts out with some retro Doritos ads, with only the name blurred out, so there isn’t much ambiguity even 10 seconds into the 60-second spot.
Considering Doritos has targeted youth throughout its advertising history, leaning in to Gen-Z’s disdain for ads was a smart choice and was pulled off well, if a bit heavy handedly.
The ad is just the launching point of a campaign that will take over many of Doritos social channels. The company will be removing the Doritos logo and mentions of the brand name in all tweets, choosing instead to reference a red triangle on a black background as their profile picture and replacing the name with “Logo Goes Here.”
While the main Twitter, Facebook and Instagram accounts have all changed their profile photo and are engaging with fans, regional instagram accounts still have the Doritos brand placed front and center.
The name changes on the main accounts have left plenty of confused Facebook fans. A couple comments come from people who saw the page, didn’t remember liking it and unliked it before realizing it was Doritos and commenting on their mistake.
Such occasional confusion is unlikely to put a dent in Doritos 16,742,356 page likes on Facebook (as of writing), but it is still something worth monitoring. Plus, Doritos’ target audience is likely digitally savvy enough to figure out the campaign—and even more likely to not be on Facebook at all.