Why Doritos developed AI tech to cancel its crunch [Video]

PepsiCo won the Best Brand Experience gong at The Drum Awards for Digital Experience for its Doritos Silent campaign, which saw it create the world’s first AI-augmented snack. Here is the award-winning case study from the brand.

Doritos is the number one snack brand for gamers worldwide. Which is a privilege. But there’s a problem. Our much-loved crunch disrupts and annoys other gamers subjected to the noise in their microphone. So, we decided to pivot and turn this intrinsic snacking gripe into a marketing opportunity.

Doritos believes in being bold, so we shone a spotlight on our key selling point, our iconic crunch, and used it to start a conversation about a huge gaming bugbear. In essence, we turned our one weakness into a strength. By creating technology that solved a category problem, we not only appealed to gamers but also secured more loyalty and credibility within the gaming community.

Globally, both gaming and snacking continue to grow and, …

Tags Online Marketing, Social Media Marketing, Strategies