Just
in time for the VMA awards, PepsiCo Inc launched a new campaign for
Doritos. Dubbed "Another
Level" the key feature of the campaign is that it eliminates the brand
logo and asks consumers to create content to replace it.
You
can look at the ad here...
According
to SVP of Marketing Rachel Ferdinando the idea is to appeal to Gen Z's desire
for self expression and being authentic.
She goes on to say that Gen Z has a desire to "almost reject
traditional advertising."
As you
might expect the campaign has a heavier digital component than previous
branding campaigns, including a Snapchat lens that lets users turn their faces
into triangles. (Bruell, 2019)
Do you
think that this will work? Will Gen Z be
engaged by the challenge? Will they buy
more Doritos? If you don't think this
will work, do you have an alternative suggestion?
Ms.
Ferdinando goes on to say "The company believes the campaign will resonate
not only with the Gen Z cohort but with a multigenerational audience." (Ellwanger, 2019)
What
do you think? Will this campaign
resonate with Boomers, Gen X, of Millennials?
Why or why not?
Bruell,
A. (2019, August 26) Doritos Bets
Consumers Will Recognize the Brand in Its Logo-Free Ad. wsj.com.
Retrieved September 10, 2019, from
Ellwanger,
S. (2019, August 26) Doritos Sheds Logo
In New Campaign Targeting Gen Z. mediapost.com. Retrieved September 10, 2019, from
10 comments:
This Anti-Ad/No Logo video campaign is revolutional and phenomenal. Beginning with Apple, the unique bitten Apple logo, each single one company is trying to create a beautiful recognizable distinct logo. Today, the customers are facing with numerous brands and choices. It's an overwhelming of information. This advertisement did everythings that opposite to tradition.
Non-excessive design with trusted quality is the advanced design trend. The build-in social media feature is definitely a plus. Most of important, Doritos is all about the shape of Triangle. For example, the origin of Doritos logo is Triangle. With the appearance of Triangle, it can automatically reinforce the Idea of Doritos instead of using traditional logo. It raises this video advertisement to a entire new level. As a result, it will generate electronic word of mouth because the audiences will share this advertisement to their friends via Snapchat. In my opinion, I think this campaign is targeting exclusively for Gen Z. Based on the report from Pew Research Center, more than 78% of Gen Z are using the Snapchat and 90% are using the Youtube. Also, it will work well with Millennials because these people are living with the technology.
However, it will likely to fail to take attention from the other previous generation. The current age group for Baby Boomers are between 55-75 years old and Gen X are 40-54 years old. This demographic is mature and steady, and they are intend to respond slowly to the new digital component. In addition, the only colored blue and red packaging without any label information, it will easily create confusion.
PERRIN, ANDREW, and MONICA ANDERSON. “Share of U.S. Adults Using Social Media, Including Facebook, Is Mostly Unchanged since 2018.” Pew Research Center, 10 Apr. 2019, https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-using-social-media-including-facebook-is-mostly-unchanged-since-2018/.
Doritos’s new advertisement is a truly genius brand awareness maneuver.
When you see this ad, whether it’s on TV or social media, the only thing you’re thinking about is: which brand is this? At least that was the case for me! By the time the ad comes to an end and people have figured it’s Doritos, people will remember it…hence the brand awareness. The ad might be cocky, it might be courageous but it’s definitely very cool….
This is the reason why I believe this ad will reseonate with all the generations (Boomers, Get X, Ben Z, Millennials). Anyone who sees that ad will straight away have their interest peaked.
On the other hand, will Gen Z (or any other generation) be engaged in Doritos’ challenge? We don’t know. Snapchat lenses was definetly the right thing to do. Doritos have nothing to lose and ideally could have free advertisement from millions of people (customers and/or people who just find the challenge amusing). The same example happened years ago (except is was for charity) with the ALS ice bucket challenge. But trends are hard to predict. Only time will tell us if this genius advertisement takes off and become a challenge everyone wants to realize.
In any case, due to the brand awareness created by this one minute ad, Doritos’s popularity will without a doubt go up. And it’s very probable that even their sales go up in the months following the ad’s release.
Allan C.
Christopher Diaz
I think this marketing idea is great for Doritos, I feel Gen Z are a new generation that want to make a name for themselves or be different than the traditional and how better to start than to take the logo off one of the most famous products. This tatic could be appealing to this younger generation. Doritos were easily the highest tortilla company in terms of sales, doubling the second place company (Statista,online). There greatest achievement with this idea would be innovating their brand, something we have learned in business if you don't do can be fatal to your business. Take the example of blockbuster and Netflix, blockbuster failed to keep up with trends or innovate their company and this led to Netflix taking over and putting blockbuster out of business for good. Another factor Doritos needs to consider is their impact on the super bowl, with commercials every year it's important that Doritos keep their audience on edge and satisfied so the product doesn't get boring. In a recent SWOT analysis I found online, one of Doritos strengths were their strong association with the youth (Marketing91,online) which I completely agree with. If Doritos wants to maintain their powerhouse status it is important they keep thinking outside the box, I think with this strategy Gen Z will be attracted and potentially buy more Doritos.Baby boomers may not be appealed by this move and Millienials I think are going to buy the product regardless.
www.statisa.com, Jan Conway
Multimedia, online 6/25/2018
https://www.statista.com/statistics/188233/top-tortilla-tostada-chip-brands/
www.Marketing91.com (SWOT analysis of Doritos), Hitesh Bhasin
Multimedia, online 12/15/2018
https://www.marketing91.com/swot-analysis-doritos/
LH
The first word that comes to my mind with the ad’s second sentence “For a chip so iconic, we don’t need to name it ‘cause this is an ad with no logos, no jingles, no gimmicks, just those red and blue bags with the stuff you love in it,” is pandering, which, to me, falls under the umbrella of gimmicks. With Gen Z being deemed True Gen, due to their “search for truth,” false advertising would be a deterrent. (Francis, Hoefel, 2018)
Although it is thought that Gen Z avoids labels/brands, I don’t think that applies to chip packaging and it makes me question why throughout the ad, Doritos knowing this, would continuously push that they are the brand that everyone knows and loves. I believe this ad could work, but only in its second phase; after the consumer created logos are carefully chosen and the finalized products are put on store shelves. Gen Z may be engaged, but mainly because it’s an opportunity to express creative freedom, not because Doritos prompted them. I don’t think Gen Z will buy more nor will they buy less Doritos as a result of the “Anti-Ad.” Maybe if Doritos put some non-conforming, gender-neutral, all-inclusive humanoids on the front of their bags, there will be an increase in Gen Z aka “Identity Nomad” purchases. (Francis, Hoefel, 2018)
As far as the ad being “multi-generational” goes, I disagree. I’m a Millennial and I was put off by the add for multiple reasons; to name a few, it seemed ethnically directed, lazy, and boastful. The Boomers, Gen X, and Millennials are known to have brand loyalty and dislike change, so I don’t see this ad going over too well with them.
Francis, T; Hoefel, F (2018, November) ‘True Gen’: Generation Z and its Implications for Companies. Mckinsey.com. Retrieved September 17, 2019, from
https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
Max Karr
I find this advertising to be ingenious on Doritos' part. From the first shot of the commercial to the last the subtle hints it gives without completely giving away what brand it is, is something refreshing and something I have never seen in a commercial before. Doritos decided to put traditional advertising to the side and create an ad worth talking about. Their originality and editing in this commercial is top-notch and deserves to be recognized. As a part of Gen Z myself, I can tell you this advertising was done extremely well and other well-known successful companies should take notice.
As the “minimalism” continues to sweep over the world at an alarming rate, marketers are racking their brains to follow up the trends and appeal to their customers. From my perspective, the temporary “anti-adverting” effort for Doritos is an imperative under this circumstance.
First of all, we have to recognize that Doritos have been taking the dominant role, in the snack chain for over decades, especially in the United States. Every time when people see their logos in supermarkets, the familiar “sweet, cheesy, salty, spicy, crispy and crunchy flavor” comes to their mind. Doritos already built up their loyal consumer base in market, which is good for them to take this advantage refreshing their logos, as well as consumers’ aesthetic fatigue. Even though the old logo is omitted, the iconic triangle is reserved, which is totally enough for these loyal consumers, because they love the original flavor.
Admittedly, omitting logos brings the ricks to infuriate some of their loyal consumers, but it will attract more potential consumers at same time, just like the Starbucks’ case in 2011, Doritos is not the only company changing their logos. Back to 2011, Starbucks changed their old logo with “Starbuck Coffee” to this minimal green female siren image. That was the fourth time to changes their logos since 1971. Some people were not happy with that, but time goes by and they realized that the newer version was always better and more family-friendly. The renovation of Doritos will bring them more potential consumers- Gen Z, since most of the young kids are tired of overt advertising. Minimal logo and advertising is honestly more attractive, curious and fresh.
The no-logo campaign used by Doritos is a new take on an old idea. Lots of marketing campaigns use the simplicity of one image to sell their product such as Adidas and its three stripes, or Nike and it's swoosh checkmark. Frito-Lay is using the familiar triangle shape of Doritos to convey the same message. It's the notion that consumers have made the product so famous that one shape can help them identify it. Users of these big brand name products don't need to be told what they are buying as they already know the product due to its popularity. This would be catastrophic if the product didn't already have a firm foothold in the market. The word that I believe best describes this campaign is nonchalant. It's as if Frito-Lay is marketing by appealing to the coolness factor that Doritos already possess. They know that their product is widely beloved so why should they need to try hard to get you to buy it when consumers will buy it anyway? Lastly, this just adds to brand awareness as Frito-Lay took a common shape and made it theirs. They have now essentially unofficially copyrighted the triangle as when consumers see it, they will think of Doritos.
YIN LEI
I like this marketing strategy because when people see those blue and red bags on the TV or shelves without any logos, it will arouse theirs' curiosity to check the brand. Nowadays, most brands try their best to highlight their logos to let customers remember them. However, this original logo-free campaign will automatically attract consumers' attention and force them to remember this brand. Besides, it allows consumers to create and design their idea to add content through social media, which enhance the relationship and interaction between consumers and the brand and also can advertise widely in a low-cost way. Therefore, I think this add-free campaign is successful.
Huiwen Xu:
This ad is different from previous traditional ads because he does not have any logo. Throughout the ages, any advertisement has pursued a logo with a high-intensity recognition, but Doritos abandoned the idea of traditional advertising and chose an innovative no logo. Doritos will also rename its website from "Doritos.com" to "LogoGoesHere.com" and remove all digital content related to the brand to accommodate Generation Z. I think this is an innovative marketing approach. In a sense, the brand name on the product packaging is the label of a product. The brand name defines a product. Compared with the 80s, the Z generation is a group of more self-contained consumers who do not care what the brand says and are more concerned about what they are interested in. Therefore, if the brand advertisement content is not their interest, it is likely to cause them to resent and escape.
Therefore, “no logo” is also a strategy to attract young consumers to participate in the interaction, that is to say, brand activities should have fewer promotion colors to truly attract and reach consumers. Obviously, “no logo” has a premise whether it is a marketing strategy or a brand remodeling. That is, the brand is already a well-known mass brand, and there is a well-known brand visual identity in the mind of the consumer. The brand visual identity is already equivalent to the brand name. Therefore, in a big brand, using this strategy can attract a new generation of young people.
In addition, more and more companies are beginning to implement unmarked advertising strategies. MasterCard announced that in some sponsored events, offline and online retail, the brand name of MasterCard will be removed, and only the red and yellow interlocking brand symbols will be retained; Starbucks will remove the brand name and Coffee in the logo in 2011. Coca-Cola's red ribbons, MasterCard's red-yellow interlocking brand symbols, Starbucks' mermaid, and Dorito's triangles have become the brand's visual language. But in the future, with the emergence of more and more unmarked advertisements, it may cause a certain amount of confusion.
PepsiCo has taken on the challenge to disrupt the traditional methods of advertising for their new campaign of Doritos product. I think this will be a successful campaign strategy especially because of millenials and Gen Z who have fully embraced the world of digital design, media and technology. These groups of people are also not afraid of changing the status quo, rejecting outdated methods of doings and trying out new things. They have been known to embrace change, revolution and new way of doing things. This is why I am convinced that they will take on the challenge that PepsiCo is offering in their campaign named ‘Another level.’ The advertisement appeals to the young generation because of its digital component and great creativity which are all attractive to them due to their widespread use of social media. For baby boomers and generation X, this may take a while to be embraced but the influence will be undeniable as the Gen Z and millenials will do what they do best, share, advertise, tag, like and share again. Within no time, this campaign may be the next big thing.
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