Chip brand Doritos is forgoing its tagline and its logo in hopes to appeal to a new generation – Gen Z – that doesn’t like overt advertising. Doritos has officially changed its iconic tagline ‘For the Bold’ by launching a campaign focused on igniting consumers to take what they love to ‘Another Level’.
As of today (26 August), Doritos will remove its logo from its advertising and social content and instead build the brand with its iconic triangle design and the words ‘Logo Goes Here’. The brand is hoping that fans recognize the classic colors of its bag, the chip-shaped icon and other notable Doritos attributes, like cheese dust, in its new push.
The ‘Another Level’ campaign launch is the largest digital investment Doritos has done for a brand equity campaign, according to the brand. The digital buy specifically targets Gen-Z more than ever before, including partnerships with Uproxx and NTRWK (80% of app users are 18-24) along with YouTube skip ads and other digital play.
The campaign consists of a YouTube ad showing various triangle shapes, Doritos bags with the logo blurred out, and a big OOH sign with ‘Logo Goes Here’ on the side of a building. There will also be a series of TV and digital spots that include no logos or mentions of the brand, premiering during the MTV Video Music Awards.
In addition, during the campaign, all Doritos social channels will remove their logos and brand mentions, including all previous content, and new content will be crowdsourced by fans – giving fans the chance to create and share what ‘Another Level’ means to them with the #LogoGoesHere hashtag. Consumers can also ‘triangle themselves’ with a Snapchat lens, and even Doritos.com will be replaced with LogoGoesHere.com.
The brand hopes the tagline and philosophy of 'Another Level' will ring through with future marketing, while removing its logos with an anti-ad campaign is a demonstration of 'Another Level' of advertising to launch the campaign. The brand stated it will have other themes of 'Another Level' in the future.