Doritos has launched its new XXL range in its latest integrated campaign by VaynerMedia, Mango Communications and TRIO (PHD) Media.
Doritos XXL features bigger, crunchier and bolder chips and four flavours- Ultimate Cheddar, Inferno Chilli & Lime, Smokehouse BBQ and Tangy Salsa.
The campaign urges Australian snackers to step outside of their ‘earthly’ comfort zone and taste the new range with caution.
Following the announcement on July 24 that Doritos XXL would be crash landing into retailers around Australia, an influencer partnership with Rachael Evren went live, teasing the sighting of an unidentified space chip to mark the arrival of the range.
Other unidentified objects were also spotted flying through Doritos own social posts.
A three-metre by six-metre mural was then installed at the corner of Sydney’s William Street and Crown Street, picturing an optical illusion of a giant Doritos corn chip crash landing into the building.
The campaign was supported by social, BVOD and national OOH placements, depicting the Doritos XXL range’s arrival from space and encouraging consumers who are daring enough to take on the bigger, bolder and crunchier chips.
"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," Doritos senior brand manager Kathryn Miller said.
“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.”
Doritos XXL range follows the limited-edition release of Doritos Coffee, which sparked a buzz for combining two Australian favourites – Doritos corn chips and the aromatic taste of coffee.
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