Research suggests that members of Gen Z (ages 8 through 22) are more oriented toward advertising-free experiences, and that they sometimes don't even respond to traditionally branded products. That's why Doritos has launched an unusual and unconventional campaign that actually excludes the product's brand name and logo. Instead an "anti-ad" created for YouTube features the triangular-shaped snack and an unbranded bag. In a tweet, the company said, "It's the chip so iconic...we don't need to name it."
The brand, which is owned by PepsiCo, is confident the Gen Z audience will recognize the shape of the Doritos chip and connect with the campaign. While it could be a risky strategy, it could also stand out and differentiate the brand. Only time will tell.
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