Doritos flexes its iconic status by dropping its name and logo from newest ad campaign
By Jack Herbert • August 29, 2019As marketers look for new ways to get their brand names and logos in front of hard-to-reach Gen Z audiences, Doritos is trying something very different.
Relying on the iconic status of both its product and packaging, the chip brand has removed its name and logo entirely from its newest campaign, “Another Level.” Although the ad is hardly subtle in its references back to the brand, the goal is to rely on Doritos’ unique shape and place in popular culture. Considering Doritos has targeted youth throughout its advertising history, leaning in to Gen-Z’s disdain for ads was a smart choice and was pulled off well. The ad is just the launching point of a campaign that will take over many of Doritos social channels. The company will be removing the Doritos logo and mentions of the brand name in all tweets, choosing instead to reference a red triangle on a black background as their profile picture and replacing the name with “Logo Goes Here”.