To launch Doritos Coriander, and drive conversation around the flavours’ controversial nature, Doritos has launched tongue-in-cheek digital out of home placements in shopping centres across the country.
Located in various Westfield centres, the Queen Victoria Building and more, the ads include slogans from “A soap tasting chip? Not a fablë” to “Boldly fragrant & indulgently soapy chips? Delush”, with Doritos taking over digital OOH placements within close proximity to distinctively scented stores to showcase its new product offering.
Launched via Vayner Media, Mango Communications and TRIO Media, the new flavour is sparking debate around coriander’s soap-like taste.
CMO of Pepsico ANZ (parent company of Doritos), Vandita Pandey, said some people love coriander, others hate it.
"It’s Australia’s most polarising flavour, with many avoiding it entirely due to its soap-like taste – so we thought we’d put taste buds to the ultimate test by combining it with Doritos’ iconic tasty corn chips," she said.
"For the coriander haters, we wanted to boldly launch the product in a unique way - emphasising the soapy qualities of our new chip. We know some Doritos fans will love it and others will hate it. Does coriander actually taste like soap? Let’s see what the nation’s chip-lovers have to say”.
Doritos Coriander is super limited edition and not available for purchase. A limited number of packs will be exclusively available via a giveaway hosted on Doritos Instagram page.
Credits:
Brand: Doritos
Assistant Brand Manager: Camille Norsa
Senior Brand Manager: Kathryn Miller
Marketing Manager: Sam O’Donnell
Brand Director: Tracy Hardwick
CMO: Vandita Pandey
Communications Manager: Skye Oxenham
Legal Council: Natalie Zomaya
Creative Agency: Vayner Media
Group Creative Director: Yash Murthy
Strategy Director: Chrissie Malloch
Account Director: Elyssa Markle
Senior Art Director: Miles Jackson
Account and Influencer Manager: Daisy Melville
Art Director: Kathleen Thomas
Copywriter: Asela Marcelline
Senior Strategist: Crystal Chen
Post Creative Strategist: Vivien Bui
Senior Project Manager: Clare Dyer
PR Agency: Mango Communications
Managing Director: Tabitha Fairbairn
General Manager: Angela McCann
Account Director: Michael Rossiter
Media Agency: TRIO (PHD Australia)
Group Business Director: Kathryn Furnari
Group Business Director: Jen Jones
Planning Director: Gilbert Lee
Planning Manager: Ellie Begg
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