I'd say, if nothing else, this case study is a big win for their marketing and brand team. A post shared by Michael Irwin Design Co. How did you find out that your Doritos concept was going viral?
Someone had sent me a message on Instagram that a prominent page in the UK had posted it. I had never heard of them. Before I knew it, more and more messages were coming through with links to Twitter, Instagram, TikTok, etc.
From there, it started catching traction everywhere, with retweets and shares. I was pretty shocked when I went on my IG discover page and typed in "Doritos. What was your immediate reaction to the attention that the redesign was getting? Why do you think so many folks are gravitating toward it? My immediate reaction was to laugh, but I also thought it would be fun to watch this unfold.
I'm happy to say that the response did not disappoint. I thought this idea going viral was interesting for a couple of reasons. First, it showed the current state of how we obtain news and information. Millions of people saw this post and immediately took it as fact, without even doing a quick Google search to check its authenticity.
It also showed the passionate connection people have with their brands. Whether it be nostalgia or fear of change, this "concept" had sparked intense reactions. I even saw a petition on Change. Bags of Doritos also become plain old blue and red in the ad.
In place of its logo, Doritos will rely on a triangle design the and oh-so-cool message 'Logo Goes Here'. The brand has also changed its site name from Doritos. We can practically hear its copywriters turning their baseball caps backwards as they came up with these hip ideas. Doritos is banking on its familiar, triangular shape and red and blue bags for recognition. The ad does feature a lot of triangles — a road sign, pyramid, chicken coop — as well as the familiar orange dust and head tilt to get the last crumbs.
Even the legal small print that often appears at the bottom of the screen is Gen Z friendly. Pretend you didn't see," it states on the second ad. Yellow stood for corn,while red symbolized red pepper that was used to spice up the crisps. In , the brand presented to the public its revisited emblem. Placed against a subtle yellow and golden background, the logo had the brand name written in a bulky brown font.
In , a new logo started a new chapter in the company history. The design got back its saturated colors. In , Doritos launched another rebranding to bring forward its global identity. Based on multiple surveys and interviews, it was decided to make a new brand image dynamic, bold, and inspiring.
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