Triangles are everywhere, but has anyone ever looked at them and thought, “Hey, that looks like a Doritos chip?” Doritos set out to create a narrative, deepening brand love and distinction in the salty snack category by instilling the idea that Doritos can be seen in triangles everywhere. Winning Gen Z consumers was critical. To win with Gen Z means you have to break away from a traditional media campaign. This audience doesn’t respond to traditional advertising so cutting through meant showing them the world in a totally new way – turning the ordinary into extraordinary by giving fans the power to unlock exclusive prizes by finding and engaging with triangles in the wild.
Ultimately, Doritos set out to give triangles a whole new meaning, leveraging their equity in this iconic shape to prove that triangles are everywhere! And to sell more chips.
