Doritos crash-lands new XXL range in campaign from TRIO Media, Mango Comms and VaynerMedia
Doritos is raising awareness of its new heavy-hitter Doritos XXL range via a new integrated campaign, developed by TRIO Media (Omnicom’s bespoke agency for the PepsiCo brand), VaynerMedia and Mango Communications.
The campaign was designed to exemplify the snack brand’s mission to provide Australians with an awe-inspiring, sense-consuming snacking experience through a range of products boasting four sensory flavours – Tangy Salsa, Inferno Chilli & Lime, Ultimate Cheddar and Smokehouse BBQ – that are “bigger, crunchier and bolder” compared to its standard chips.
Already in circulation, and after a July 24 kick-off announcement supported by influencer Rachael Evren, the science-fiction-flavoured XXL campaign is playing across OOH, social and BVOD nationally.
A mural depicting a single Doritos chip smashing through a building’s wall is at the centre of the campaign. And at 3m x 6m, the large artwork is intended to continue the narrative the snack brand is playing into for its latest range.
“Doritos XXL is all about delivering an out of this world snacking experience so we wanted to launch the range through an ‘other-worldly’ narrative and ‘arrival’ storyline to tap into the growing popularity of the science fiction genre,” explained Doritos’ senior brand manager, Kathryn Miller.
“This new range takes everything people love about Doritos and turns it up a notch with bigger XXL chips, epic crunch and even bolder flavours. We’re confident that Doritos XXL will provide the intense snacking experience that chip lovers are seeking.”
The snack giant is no stranger to going where no brand has gone before. Towards the end of July 2024, it released a limited-edition coffee-flavoured chip intended to support customers “as the ultimate 3PM pick-me-up snack” to get them through the laziness of the afternoon.
Credits:
Mural: The Alliance and Apparition
Out of Home: QMS, JCDecaux and oOh! Media
Brand – PepsiCo
Tracy Hardwick – marketing director
Sam O’Donnell – marketing manager
Kathryn Miller – senior brand manager
Camille Norsa – assistant brand manager
Creative Agency – VaynerMedia Australia
Yash Murthy, head of creative & consulting, Australia
Lehi Curtis, senior art director
Asela Marcelline, copywriter
Chrissie Malloch, strategy director
Elyssa Markle, senior account director
Melissa Petryszyn, senior producer
Media Agency – Trio (PHD) Media
Jen Jones, group business director
Christine Chen, group investment director
Mikeah Irving, senior investment manager
Lucy Mckenna, digital manager
Tasnia Sheikh, account executive
PR – Mango
Managing director – Tabitha Fairbairn
General manager – Angela McCann
Account director – Natalia Katsionis
Account manager – Renay Hung
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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