Dorito's "Another Level" @logo_goes_here Advertisement Here
Snack giant Doritos has launched an ad campaign which features no logo or brand name, to attract a younger, advertising-averse generation.
The PepsiCo-owned brand’s campaign is called “Another Level” and features plain chip bags and the triangular-shaped snack itself and launched with a 60-second “Anti-Ad” on YouTube.
Doritos has also changed its Twitter handle to @Logo_Goes_Here and its website address to thelogogoeshere.com, where instead of images of chip packets, users land on a page that states “What products? You already know.” Fans will be able to “triangle” themselves with a snapchat lens, and on Monday the brand tweeted: “It’s the chip so iconic … we don’t need to name it.”
Even though the ad claims to be logo-free, it does use the Doritos triangle shape at the same angle it is found on packets. Toward the end of the ad is a shot of a billboard with the words “Logo Goes Here” superimposed on to the familiar three-sided shape.
Doritos is banking on its familiar, triangular shape and red and blue bags for recognition. “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,” the commercial begins, showing a young woman choosing a plain blue snack packet from a convenience store shelf.
The ad does feature a lot of triangles — a road sign, pyramid, chicken coop — as well as the familiar orange dust and head tilt to get the last crumbs.
Even the legal small print that often appears at the bottom of the screen is Gen Z friendly. “Lawyers love to spoil the fun. Another Level is a trademark of Frito-Lay North America, Inc. Pretend you didn’t see,” it states on the 60-second ad.
This is an advertisement that was first during MTV's Music Awards in August 2019. The purpose is to "not advertise" for Doritos. By dropping the logo, but continually repeating the triangle shape, the designer is reinforcing the product with out the need for a logo. "A chip so iconic we don't need to name it". The purpose is not only bring something new, but also make people stop and think about advertising and over advertising of products.
The design appeared in a 1:00 minute voice over commercial with various images of triangles.
The message of the design is that there doesn't need to be a message. A simple image can be the message.
The intended audience is younger, free thinking, more rebellious Generation Z.
The methodology for only the image would be as follows:
1-Source high quality images that represent each flavor. (Cheesy, Spicy, Ranch, Cool)
2-Rework the images to fit into the iconic triangle shape.
3-Back the image shapes with branded Dorito's colors.
4-Use images in still photos and video commercial.
