Tortilla chip brand Doritos is launching a new TV campaign entitled ‘Devour Doritos Your Way’, which aims to encourage consumers to enjoy Doritos in their own way.
Running until the end of March, the TVC campaign aims to tap into Gen Z’s desire for self-expression and celebrates different snacking behaviours.
The campaign will be accompanied by an on-pack promotion offering shoppers the chance to win £100 amid growing demand amongst Gen Z consumers for a ‘Night In-In’. Running across the core Doritos range and recently launched non-HFSS pizza flavours until 30 May, the promotion builds on Doritos’ already established role in the occasion and encourages Gen Z shoppers to continue sharing moments with friends.
The brand noted that larger sharing formats have been a consistent driver of category growth at +33% and are now the biggest format in the savoury snacks category. Sharing packs across PepsiCo’s core Doritos range saw 5.3% growth in 2022.
Alex Nicholas, Doritos Senior Marketing Manager, commented: “This bold new campaign focuses on the fun and bold taste of Doritos and is brought to life in a brilliantly engaging way through the use of three different snacker types, showcasing the top ways the nation loves to enjoy Doritos. We know that Gen Z are looking for ways to express themselves and this campaign encourages them to do exactly that.
“Staying in is now very much the new going out for Gen Z consumers. Recent research has suggested that as many as 71% prefer it to a night out. The occasion is now worth £2.5bn, showing a huge demand from consumers who are willing to trade up on snacks when staying in. Our on-pack promotion further encourages customers to enjoy their ‘Night In-In’ with Doritos and is therefore a must-stock for retailers.”
