Doritos returns to TV with new brand platform, Make Your Play

Leading tortilla chip brand Doritos has announced a return to TV this summer, as part of a new campaign.

Running for 12 weeks from today (1 June), the launch of the ‘Make Your Play’ brand platform will be Doritos’ biggest above the line campaign in the last five years.

The campaign centres on a reimagined perspective on the iconic triangle Doritos chip, turning it into a play symbol that can inspire people to express themselves in a creative, fun way.

“We know that by changing your perspective on how you see the world, you can achieve anything you put your mind to, no matter what the conventional norms are. Before we only saw our signature triangle tortilla chip, we now also see a play button that can encourage consumers to approach life in a creative playful way,” Clafoutie Sintive, marketing director snacks at PepsiCo, commented.

Sintive added that the campaign reiterates the brand’s – which has a 44.1 per cent household penetration in the UK – commitment to bring excitement to the savoury snacks category.

“Whether that’s through stand-out campaigns or bold flavours, we know that new news is crucial to bringing in younger shoppers. We can’t wait for the new multimedia campaign across TV, digital and OOH to go live and we are confident that it will really spark another step-change in appealing to young adults aged 18-30yrs, coupled with our bold flavour choices that we know they love,” Sintive continued.

The new campaign arrives after Doritos has experienced strong growth, mainly driven by the successful performance of its newest launch: Doritos STAX. Packed in a distinctive, recyclable triangular tube which carries the widely recycled logo, the range was named as the number one incremental NPD launch in 2020, and contributing to total brand growth by 61 per cent last year.