DORITOS - ANOTHER LEVEL

EPISODE 1

OBSTACLE: Amidst shifting consumer preferences and a decline in cultural relevance, Doritos faced the challenge of reconnecting with a younger audience seeking authenticity and innovation in brand experiences.

SOLUTION: Re-connect Doritos to a tapped in audience by dropping a limited Doritos inspired streetwear collection.

Doritos partnered with UPROXX to revitalize its brand image and resonate with contemporary youth culture. Embracing the ethos of authenticity and cultural currency, the collaboration enlisted influential figures like Mikey Alfred (Illegal Civ), and Pro BMX rider and creator, Nigel Sylvester to create the first ever Doritos Streetwear Collection, inspired by the classic triangle Doritos shape.

Approach:

Doritos didn't just follow trends – we set them. We recognized that to truly connect with our audience, we needed to speak their language, authentically and boldly. Enter Mikey Alfred. His raw creativity and genuine passion breathed life into our collaboration, infusing it with an energy that spoke directly to our audience.

Strategic Execution:

Cultural Credibility: Leveraged the influential status of creators like Mikey Alfred and Nigel Sylvester to authentically integrate Doritos into contemporary youth culture, enhancing brand credibility and resonance.

Expanded Brand Narrative: Seamlessly incorporated Doritos into the cultural conversation, crafting a narrative that extended beyond traditional marketing tropes to resonate with diverse consumer segments.

Innovative Shopping Experience: Partnered with NTWRK for the exclusive launch of the bespoke streetwear collection, creating a unique and immersive shopping experience that heightened brand allure and desirability.

Outcome:

The Doritos x UPROXX collaboration successfully reignited the brand's cultural relevance and consumer engagement. By leveraging the cultural currency and authenticity of influential creators, the campaign resonated deeply with the target audience, driving brand affinity and laying the foundation for sustained brand growth and innovation. The 300-piece collection we dropped on NTWRK instantly became a fan favorite, with more than half of sales happening in first four minutes of the drop.

EPISODE 2

EPISODE 4

EPISODE 3