Doritos de-brands ads to engage with Generation Z
Move aside millennials, it is Generation Z that are presenting new challenges for marketers.
With millennials now firmly into their 20s and 30s, a new generation, from teenagers to 23-year-olds with an estimated $44 billion buying power, represent a huge opportunity for brands to drive growth.
Resistant to traditional tried and tested marketing methods and more familiar with ad-free experiences such as Netflix, this curious, experience-driven generation are causing marketeers to rethink their approach.
While Gen Z is unquestionably tech-savvy, there is still a place for brands to reach them in the physical world, as shown by the unique new advertising campaign from snack giant, Doritos.
The new outdoor ad campaign featured no logo to attract the advert-adverse generation.
Named ‘Another Level,’ the artwork featured the iconic triangle shape coloured in to represent the different flavours but there was a distinct lack of logo branding. Knowing its triangular shape makes it unique, the brand relied on consumer recognition of the snack to indicate it was behind the clever activation.
It was launched with a 60-second “anti-ad” video on YouTube, which featured a shot of a billboard with the words “Logo Goes Here”, superimposed on to the familiar triangle shape.
Warning: this ad contains a lot of triangles.
To amplify its ‘de-branding’ experience on social media, Doritos changed its twitter hand to @Logo_Goes_Here and its website address to thelogogoeshere.com where instead of images of crisp packets, consumers are greeted with an empty page which states “What products? You already know.”
This clever brand experience allowed Dorito to emphasis its strong market position, with the brand stating: “The following is a paid message 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”.
It’s always refreshing to see brands finding new ways to target future generations.
As brands grapple with marketing to different demographics, we’ve seen a rise in Gen Z targeted campaigns. Our favourites include Oreo’s fun musical campaign and Sprite’s collaboration with snapchat which turns cans into digital touchpoints.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.