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Doritos: No Choice by Goodby Silverstein & Partners

Client: Doritos
Date: Oct 2016
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Doritos is saying "no soup for you" to anyone who hasn't registered to vote yet. The brand has partnered with nonprofit Rock the Vote to bring vending machines full of Nacho Cheese and Cool Ranch Doritos to college campuses, but those who haven't registered to vote yet won't be getting the Dorito flavor of their choice. When students go up to the vending machine to buy some chips, they're asked whether or not they are registered to vote. Those who push the "no" button aren't given their choice of Nacho Cheese or Cool Ranch - instead, they receive a silver bag full of chips that pack "no taste" and "no crunch." According to Doritos, the limited-edition bag was created for those who haven't registered vote to yet to illustrate the point that "if you don't make a choice, you don't get a choice." Since 62 percent of those ages 18-24 didn't turn out to the polls in 2012, according to the US Census Bureau, both Doritos and Rock the Vote are hoping that the brand's stunt will encourage young people to "make the boldest choice" and register to vote.

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