Doritos is trying to reach Generation Z consumers in a rather unique way — by eschewing any mention of its product. The company kicked off its new campaign on the MTV Video Music Awards.
The TV ad included a narrator announcing, “an ad with no logos, no jingles, no gimmicks, just those red and blue bags with the stuff you love in it.” Of course, the distinctive orange triangle and the finger residue its coating leaves behind were featured prominently.
But it points to Gen Z’s distate for hollow marketing. Apps, social media and product placement in popular shows are becoming a more preferred way to reach younger consumers. Could it mean the end of advertising as we know it? Who knows? For now, we’ll be using the brand’s app to turn our head into a triangle chip. Whatever it takes to sell more products.