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.