Doritos launched an "Anti-Ad" campaign that appeals to Gen Z consumers who are wary of advertisements. The 60-second anti-advertising spot features no recognizable brand name or logo, yet the popular chip brand still conveys its essence through triangular shapes, cheesy dust and iconic chip packaging colors.
As part of this campaign, Doritos created an Instagram account called Logo_Goes_Here that mysteriously alludes to its identity. In the bio for the account, the brand shares a few details, stating that it is "The account for a chip so iconic, we don't need to name it" and that its name "Rhymes with 'I need those."
Consumers will also be able to "triangle themselves" with a Snapchat lens and see out-of-home "anti-ads" that are also stripped of brand names and logos.
Unbranded Chip Campaigns
The Anti-Ad by Doritos Has No Logo or Recognizable Brand Name
Trend Themes
1. Anti-ad Campaigns - Opportunity for brands to appeal to Gen Z consumers who are wary of traditional advertisements by creating campaigns that focus on the absence of branding and logos.
2. Mysterious Marketing - Potential for brands to generate curiosity and intrigue by creating mysterious social media accounts or campaigns that allude to their identity without explicitly revealing their brand name or logo.
3. Minimalist Advertising - Possibility for brands to convey their essence and message through simple and recognizable visual elements, such as shapes, colors, and iconic packaging, while minimizing the use of logos and brand names.
Industry Implications
1. Snack Food Industry - Disruptive innovation opportunity for snack food brands to connect with Gen Z consumers through unconventional and logo-less advertising campaigns that resonate with their advertising skepticism.
2. Social Media Industry - Opportunity for social media platforms to facilitate mysterious marketing campaigns by providing tools and features that allow brands to create accounts and content that generate curiosity and intrigue without revealing their identities.
3. Advertising Industry - Opportunity for advertisers and marketers to explore minimalist approaches to advertising that rely more on visual elements and less on traditional branding techniques, in order to capture the attention and interest of consumers who are increasingly resistant to traditional advertising.