Doritos has spookified its signature triangle-shaped chips into glowing Halloween Jack-o’-lanterns, brought to life via brand experience agency Akcelo.
The product-led OOH & social campaign turns Doritos’ shape into glowing Halloween visuals across Australia. The nationwide campaign has no taglines or copy, stripping everything back to the product itself, using its shape to deliver brand recognition.
From high-traffic bus shelters to overpasses nationwide, the creative executions are designed to stand out at dark, delivering maximum visual impact for drivers and commuters.
“Whilst Halloween is usually a time for sweet treats, we wanted to remind people that Doritos are also Halloween-worthy. This idea gives us an authentic way to earn attention and cultural currency during Halloween, putting the Doritos triangle at the heart of the occasion and reminding Aussies to sink their fangs into something deliciously crunchy,” Kat Miller, marketing manager, Doritos, PepsiCo ANZ, said.
“Doritos already owns bold, and we wanted to show just how far that iconic shape can go, by taking the snack’s shape and reimagine it as a playful symbol that completely owns Halloween. No tagline, just triangles lighting up the night,” Aden Hepburn, CEO of Akcelo, added.
Credits:
PepsiCo ANZ:
Alessia Tadei, Chief Marketing Officer
Tracy Hardwick, Marketing Director
Kat Miller, Marketing Manager
James Noakesmith, Assistant Brand Manager
Akcelo:
Aden Hepburn, CEO
Louise McQuat, Group Creative Director
Jay Morgan, Creative Partner
Ilya Aronovich, Senior Creative Lead
Misha McDonald, Copy Lead
Jon Foye, Head of Craft
Justin Bellchambers, Head of Post
Oli Cassidy, Client Partner
Matty Graham, Business Lead
Sammy Stack, Senior Account Manager
Media:
Trio
