With Gen-Z becoming the new target audience, many companies are looking for unique ways to grab their attention. Frito-Lay is testing out a new plan that they believe will be successful. They are coming out with new ads for Doritos that happen to be missing something – any mention of the product.
Doritos is not the first brand to make their marketing less promotional. These days the younger consumer tends to dislike traditional-style advertising, having grown up on ad-free content. Doritos’ new campaign capitalizes on this fact, removing all the classic jingles, logos and gimmicks from their new ads.
While this strategy may not work for some companies, it is hard not to recognize the iconic orange triangle and connect it to Doritos. The brand is confident their consumers will respond positively to the campaign. They will have some help to, as certain TV ads will contain clues such as orange powder on people’s fingers that comes after eating a bag.
Doritos is not permanently removing their logo from advertisements, but that does not mean they won’t in the future. As we have seen, other brands such as Starbucks and Mastercard have had success with this tactic, so who’s to say Doritos can’t do it too?
Image Courtesy of Logo Goes Here (YouTube)