Gen Z doesn’t like branding, so Doritos tries a new approach - HoW dO yOu Do FeLlOw KiDs

[Pickle Dick]

Gen Z doesn't like branding, so Doritos tries a new approach

Doritos calls this audience "emerging adults" and said that "newer generations are increasingly turned off by blatant, promotional marketing."

www.cnbc.com

But the de-branding is an effort to reach a generation that is not a fan of ads, according to Rachel Ferninando, senior vice-president of marketing at Frito-Lay. “There’s a desire to almost reject traditional advertising,” she told the Wall Street Journal on Monday. Generation Z, aged between around 8 and 22 years-old, are more familiar with ad-free experiences such as Netflix, so brands are having to find new ways to appeal to them.

The brand calls this audience “emerging adults” and stated: “Newer generations are increasingly turned off by blatant, promotional marketing,” in a release emailed to CNBC.

Doritos is banking on its familiar, triangular shape and red and blue bags for recognition. “The following is a paid message for a chip so iconic we don’t need to name it, cause this is an ad with no logos, no jingles, no gimmicks, just those red and blue bags with the stuff you love in it,” the commercial begins, showing a young woman choosing a plain blue snack packet from a convenience store shelf.

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. “Lawyers love to spoil the fun. Another Level is a trademark of Frito-Lay North America, Inc. Pretend you didn’t see,” it states on the 60-second ad.
It’s not the first time a company has dropped its brand name. In 2011, Starbucks cut its name from cups, replacing it with an image of the female siren it uses in branding, and Nike often relies on just the “swoosh” symbol to identify its products

Uh.. this doesn't exactly sound not out of touch to me

 

[Manwithn0n0men]

Why not just say by eating doritios your consuming gender fluidity and thus becoming gender fluid?

 

[JULAY]

Meh, corporations have been pandering to "the kids today" for generations. Anyone remember this stuff?

OK Soda - Wikipedia

en.wikipedia.org

 

[MasterDisaster]

It sounds like a gimmick to up sales for awhile and then they'll go right back citing 'we know you love the classics'.

 

[Judge Holden]

Wonder how long its gonna be before these companies decide that after wokeness and LOLSOIRONIC and "sassy" twitter accounts have all failed to reel in the shekels, that the one option left is to go full edgelord shitposter

"With every bag of Doritos you buy, you have a chance to win a life long N-word pass!"

"Elliot Rodger loved Doritos. Maybe you should too."

"We must secure the existence of our snacking and a future for orange tortillas"

 

[wylfım]

I mean as long as you can still tell what the thing is I don't really give a damn. And I would much rather stare at a blank bag than all those bullshit "the world is your oyster" type quotes that have replaced advertising actual information about the product.

 

[DarkWestern]

I'm going to assume they've just made new posters for the campaign. The bags will undoubtedly remain the same design. Also who gives a shit? If you've never had a Dorito, maybe this stupidity will persuade you to finally try one, but the brand is SO established already that it doesn't matter how they advertise. Imagine if Coka-Cola radically changed their logo or design... I'm still going to occasionally enjoy one because I already know the product. What a mindlessly stupid waste of time for everyone.

 

[UQ 770]

If it were up to me I'd just regulate advertising out of existence. I cannot think of a more useless, overpaid waste of human life and attention. In every study produced on the matter, advertising has been consistently shown to either not work at all, or an ad for something just encourages a person to buy a different product they're already comfortable with. I can count on like, one hand the advertisements that actually encouraged me to buy the product they were advertising, and pretty much all of those incidents occured when I was younger than 10.

The sad part is that I live under a rock so I'd really prefer a world where a random poster/commercial can reccomend a product I'd actually use. 99% of the stuff I like in my life I had to discover on my own by clicking links, reading info, or taking the plunge and buying something I know nothing about. Its a giant pain in the ass and life would be substantially easier if marketers weren't braindead trend-chasers.

 

[Pickle Inspector]

They should just pay to have an item tie in with whatever game is the most popular with streamers at the moment.

 

[JM 590]

If it were up to me I'd just regulate advertising out of existence. I cannot think of a more useless, overpaid waste of human life and attention. In every study produced on the matter, advertising has been consistently shown to either not work at all, or an ad for something just encourages a person to buy a different product they're already comfortable with. I can count on like, one hand the advertisements that actually encouraged me to buy the product they were advertising, and pretty much all of those incidents occured when I was younger than 10.

The sad part is that I live under a rock so I'd really prefer a world where a random poster/commercial can reccomend a product I'd actually use. 99% of the stuff I like in my life I had to discover on my own by clicking links, reading info, or taking the plunge and buying something I know nothing about. Its a giant pain in the ass and life would be substantially easier if marketers weren't braindead trend-chasers.

There are studies out there that outright say focus groups themselves are a dumb practice, since they'll just tell you what they think you wanna hear, just to be agreeable.

Those ads look like they were knocked out in 10 minutes by some overpaid graphic designer. Minimalism is gay.

 

[MasterDisaster]

With every bag of Doritos you buy, you have a chance to win a life long N-word pass!"

Look if that was legit I'd go bankrupt trying to win. I don't care about it's implication as a slur I just want to destroy the Frito Lay company's reputation with my hit broadway show NIGGER: Mandingo goes home.

 

[CWCissey]

Oasis fruit juice did it first and better.

Kill all marketing scum.

 

[Ted_Breakfast]

Dude just make the Doritos, people aren't going to not buy Doritos.

 

[Coolio55]

"The new generation likes it"

IE: We save money this way. We can't be arsed to design a logo or proper advertising.

 

[CumDumpster]

Businesses think they need to piss away money on marketing, when being the cheapest thing on store shelves can be the advertising in and of itself.
There's a reason that Niagra Bottling is successful in the field of water bottling (the field that is dominated by a Swiss multinational food and drink conglomerate, mind you).

 

[FightenGnome]

They should just pay to have an item tie in with whatever game is the most popular with streamers at the moment.

Pretty much this. Millennial dirtbags grew up with dumb flashy marketing talking about how it's a kid's world so tell your parents to buy you product to consume. Not only is this kind of marketing dumb and passe, but annoying as hell.

Now with Gen Z, they have the world at their fingertips. If you want to be a part of that world, PAY to BE part of that world. The suits think that being vague and non-conforming, that they can win Gen Z's attention, but that's the kind of shit that would appeal to Xer teenagers in the late 80s, not Z kids in the 2010s/2020s.

Just pay video games and youtube channels to feature Doritos, especially in Sci-Fi games. Remember that steampunk game that was coming out that featured a tranny with his dick outline visible on the adand there was a lot of controversy? Have him eat Doritos. Hell call up Pepsi and/or Blizzard and see if you can make it an unironic ironic advertisement and have him holding Mountain Dew as well dressed as an Overwatch character.

Sync it with the memes, people love that shit. Hire me Fritolay, I'm ready.

 

[MG 620]

What's next? Renaming the junk to "Do-its"? Marketers love to waste millions on crap like that.

 

[HeyItsHarveyMacClout]

Wow they pandered to a very real trend in literally the worst way possible. Gen Z doesn't like branding/advertising being shoved down their throat. This may as well have been a 12 inch black dildo

 

[Water-T]

Wonder how long its gonna be before these companies decide that after wokeness and LOLSOIRONIC and "sassy" twitter accounts have all failed to reel in the shekels, that the one option left is to go full edgelord shitposter

"With every bag of Doritos you buy, you have a chance to win a life long N-word pass!"

"Elliot Rodger loved Doritos. Maybe you should too."

"We must secure the existence of our snacking and a future for orange tortillas"

So does the mean we finally get that "Hitler Did Nothing Wrong" edition of Mountain Dew we were promised?

 

[I wanna Cum Daddy]

Wow they pandered to a very real trend in literally the worst way possible. Gen Z doesn't like branding/advertising being shoved down their throat. This may as well have been a 12 inch black dildo

I think most of Gen Z would love the big black dildo