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
