In order to appeal to the brand new extra cynical generation known as "Gen Z", Doritos are redesigning their looks and using this opportunity to do a campaign with no logo at all. Anywhere. Everywhere!
No logo on Instagram, no name or logo on their youtube channel, no name or logo or even flavour name on the packaging because you already know that ranch is the blue bag. No logo on the posters, just the familiar chip triangle and a reminder of the flavours cool, cheesy, hot and ranch.
Why it's like, anti-advertising... and it feels like we've been here before. Because way back when Generation X started consuming stuff, the silver-haired ad men of the day figured out that we were a bunch of slackers who hated ads. So they launched a Cola, that was simply OK, absent of that hip hype that advertising throws on things. They targeted the people to cool for consumerism. In the words of Bill Hicks; “Oh, you know what Bill’s doing? He’s going for that anti-marketing dollar. That’s a good market. He’s very smart.”
(as an aside, these are all of the OK Soda commercials in our commercial archive: Ok soda "exclude some people" 1994 , OK Soda - Elevator / Chain letter , OK Soda - Declassified , OK Soda - Launch Ad / Music , OK Soda - Fiancé / Chain letter , OK Soda - OK Index , OK Soda - Like Kudzu / Virus, OK Soda - New Packaging, OK Soda - Secret Code / Chain letter)
This anti-ad generation hype brought us "No Logo", "Adbusters" and "buy nothing day", branding anti-branded things targeting them to the new market, and birthing new creatives to join the ad industry.
So Doritos drops the name, and the logo, but keeps all the easily recognisable brand features. Consumers can "triangle" themselves on snapchat, the blue and red bags are still there, and that Doritos-dust is ownable too. The ad may say “this is an ad with no logos, no jingles, no gimmicks" in an attempt to sweet-talk the generation who hates being pitched to, but the ad is in fact one giant gimmick.
Which, come to think of it, is really Doritos brand ethos. Every big campaign they did during the Superbowl, for example, was a gimmick. From user-generated ads to Chance the Rapper singing with the Backstreet Boys.
Ad agency. Goodby Silverstein and Partners.