Taking Super Bowl Creativity to New Heights

Doritos positions the brand as a bold, unconventional, and youth-oriented snack option. And, like its consumers, they are not afraid to take risks and stand out from the crowd. As a result, Doritos is known to push boundaries with its messaging and advertising, often featuring bold, edgy, and even controversial content, that resonates with its target demographic. However, it is at Super Bowl, with its 100 million-plus audience, where Doritos’ creativity and innovation really shines. As examples:

  1. Collaborations and partnerships: Aside from celebrities, Doritos has collaborated with various artists, musicians, and influencers to create limited-edition flavors, packaging designs, and marketing campaigns, keeping the brand fresh and relevant.
  1. Interactive experiences: Doritos has leveraged technology to create interactive experiences, such as augmented reality apps and online games, allowing consumers to engage with the brand in unique ways.
  1. Innovative brand codes: In recent years, Doritos has used visually distinct brand codes, such as the iconic triangular shape of the chips, to make its brand identity memorable.
  1. User-generated content campaigns: Doritos has famously engaged consumers by producing unconventional and humorous commercials for Super Bowl, such as the “Time Machine” and the “Middle Seat” ads, which were both winners of the Doritos “Crash the Super Bowl” contest. This not only generated buzz but also tapped into the creativity of its audience.
  1. Transformative messaging: While there is nothing new about commercializing the Super Bowl, it takes real imagination to envision a building wrap that turns a pyramid into a Doritos chip. For Super Bowl LVIII, Doritos creatively adapted its triangular shape to the pyramid shape of Luxor Hotel & Casino directly across from Allegiant Stadium in Las Vegas, where the game was played on February 11th. Once again, Doritos sought out a very innovative way to produce messaging that whets the appetite while it reinforces the brand.

In the opinion of I-8ighty6ix, these initiatives have not only made Doritos a staple of engaging and effective advertising, but have also set new standards for creativity and innovation in the industry.

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