
Doritos
How do you reignite a brand to pack a punch?
Doritos is huge, with great success in every corner of the world but when their team looked closely at it’s portfolio across markets it tells a slightly different story. We were tasked by the Doritos Global team to harmonise their brand identity, uniting their target audience with a compelling strategic position and visual system that unleashed the global power of Doritos. Developing a breakthrough future-forward strategic positioning that better activates the Doritos brand narrative.
Challenge.
The key to success was re-establishing category leadership through emotionally impactful packaging designs that delivered a consistent brand narrative and a cohesive, yet flexible design system, that addresses the local market needs of the international and US markets. A robust set of guidelines were needed to encapsulate the future execution of the brand.
Around the world in 14 days
In two weeks, we travelled to 4 countries, the UK, Turkey, Mexico and the USA to really get under the skin of what makes the Doritos adrenalin-charged target audience tick. These interviews were essential in ensuring our designs resonated with the audience and created something that felt part of their world. The upfront investment in understanding the market, their competitors, as well as their consumers, spring boarded the creative process. We uncovered globally relevant insights and a set of visual codes that were familiar to their audience. This allowed us to create a design that inherently speaks to their consumer and already feels part of their world.


Idea.
From this our strategic position, “Ignite you!” was born. “We want to light the fire in the bellies of those who want to push the limits.”
The Spark
The Doritos spark has been designed to encapsulate the brand narrative, conveying boldness, youthful irreverence, intensity and dynamism. The spark icon brings the brand metaphor to life, echoing the iconic shape of the chip, the “D” for Doritos and the subtle nod to the “play” button.
Wham, Smash, Crunch
A bespoke illustrative and energetic photographic style engages those looking for a heightened sensory experience from their snacks. Attention was also paid to the craft in the BOP. Using energetically packed graphics and tone of voice. Although many countries have particular market nuances, the key equities were leveraged consistently on pack.


Impact.
One of the most impactful insights we received from the launch is that the product was chosen by the US Police Department as a free product to be given out to festival goers at the first legalised cannabis music events with labels attached explaining how to stay safe at the event.

Global sales Uplift

Pepsi-Co’s most successful global launch
