Doritos has launched its Doritos XXL range with an ‘out of this world’ science-fiction inspired integrated campaign.
The Doritos XXL campaign is a combined effort from creative agency VaynerMedia, marcomms agency Mango Communications (part of DDB Group), and TRIO, Omnicom Media Group‘s dedicated media solution for PepsiCo, led by PHD‘s Stuart Bailey.
Launching this week, the campaign is supported by a rollout across social media, BVOD, and national OOH placements, depicting the XXL range’s arrival from space. The campaign urges Aussie snackers to step outside their comfort zone and taste Doritos’ new ‘otherworldly’ range with caution.
“Doritos XXL is all about delivering an out of this world snacking experience so we wanted to launch the range through an ‘other-worldly’ narrative and ‘arrival’ storyline to tap into the growing popularity of the science fiction genre,” said Doritos senior brand manager, Kathryn Miller.
An influencer partnership with internet personality Rachael Evren teased the sighting of an unidentified ‘space chip’ to mark the arrival of the range. Other unidentified objects were spotted flying through Doritos’ owned social posts.
@rachevren I was editing my latest video and saw this in the background?! What do you think it is? #doritosaus #ad @Doritos Australia ♬ original sound – Rachevren
Meanwhile, a three-by-six metre mural of a Doritos corn chip crash landing into a building has been installed on the corner of Sydney’s William Street and Crown Street.
Earlier this year, Doritos and VaynerMedia brought the snack brand‘s For The Bold OOH campaign to life at the Melbourne Wedding & Bride Expo. The ad series revolves around Doritos enthusiasts giving in to the temptation of their favourite snack in different situations, in this case, a bride in her Doritos-dusted wedding dress.
See also: Doritos’ ‘For The Bold’ campaign turned heads at Melbourne Wedding Expo with Dorito-dusted dress
Credits:
Mural: The Alliance and Apparition
Out of Home: QMS, JCDecaux and oOh! Media
Brand: PepsiCo
Tracy Hardwick: Marketing Director
Sam O’Donnell: Marketing Manager
Kathryn Miller: Senior Brand Manager
Camille Norsa: Assistant Brand Manager
Creative Agency: VaynerMedia Australia
Yash Murthy: Head of Creative & Consulting, Australia
Lehi Curtis: Senior Art Director
Asela Marcelline: Copywriter
Chrissie Malloch: Strategy Director
Elyssa Markle: Senior Account Director
Melissa Petryszyn: Senior Producer
Media Agency: Trio (PHD) Media
Jen Jones: Group Business Director
Christine Chen: Group Investment Director
Mikeah Irving: Senior Investment Manager
Lucy Mckenna: Digital Manager
Tasnia Sheikh: Account Executive
PR: Mango
Managing Director: Tabitha Fairbairn
General Manager: Angela McCann
Account Director: Natalia Katsionis
Account Manager: Renay Hung