Doritos is a dynamically growing leader in the tortilla chips category in Poland; however, it still faces challenges when it comes to spontaneous awareness and market penetration.

Recognized as iconic in other markets, this snack has established its identity through its distinctive triangular shape. In Poland, Doritos faces the challenge of persuading consumers that, in a world dominated by circles, one should dare to be a triangle. This means choosing Doritos over the traditional chip snack.

According to the brief: in building the brand's image, self-expression is key. When choosing a snack, the target group is challenged to disengage their autopilot and actively build new purchasing habits.

Final objectives:

-Increasing brand awareness of Doritos in Poland,

-Building positive associations around the triangular shape of the snack,

-Supporting creativity in the target group (TG) as a means of self-expression.

We discovered that the most effective way of positioning and differentiating Doritos in the marketplace was by establishing the triangle as a synonym symbol of boldness, individuality and excellent taste.

The campaign should tap into a universal human desire: the need for recognition and self-expression.

Finally, we came up with the idea of creating a safe space for consumers to showcase their creativity. Here. Doritos became more than just a snack; it was transformed into a symbol of innovation. The role of the product was to unlock the creative resources of consumers.

We assumed that the early adopters whom we need to switch off the snack autopilot, encouraging others to change their shopping habits, are content creators. These are individuals who set trends, adapt technologies and break patterns.

Of all the touchpoints significant to the brand, we saw the greatest potential in gaming. With the growing trend towards the creators economy, and the continuous advancements in metaverse, gamers are no longer passive consumers. Thanks to tools from developers, they can create their own gaming experiences. Major producers like Roblox or Epic Games (Fortnite developer) are developing their products in ways that allows users to generate their own content.

We decided to embrace this trend and focus on creating custom user experiences in the game Fortnite.

Thus, the creative concept was born: Express yourself with Doritos! A celebration of the Fortnite community in Poland; a strategic concept to boost users’ creativity with Doritos.

Doritos challenged Polish Fortnite community with the task of creating maps inspired by the Doritos triangle shape.

Players created their own maps, which were then submitted to the community for voting. In a series of live broadcasts, a jury comprised of the most renowned influencers played the top 5 maps.

Each of the maps was fully playable and available to the public, so the festival of Fortnite creation turned into a festival of playing custom-made games. "For Gamers. By Gamers."

3 areas of execution:

-User-Generated Content: We encouraged players to create their own maps inspired by the Doritos. It was opportunity for self-expression, and one for gaining recognition in the community.

-Utilizing Influencer Engagement: The biggest influencers were engaged not only to promote the campaign but also in forming a jury that evaluated the maps.

-Empowerment and Recognition: Voting for the best maps ensured the engagement of a wider audience.

Doritos inspired hundreds of creators to submit their own unique maps for Fortnite. The maps were played by over 20,000 gamers.

Finally, 50 publications and 7 streams were created in which Doritos branding was contextually matched. The content yielded 1.8 million views and over 100,000 reactions.

Most importantly, the brand managed to build fun around the triangular snack. By supporting map creators, Doritos proved that it is able to map the direction in which the future of the creator economy in gaming is heading.

Most important, campaign delivered brands results:

-Increase in Doritos brand quarterly penetration Q2’23 vs. Q2’22 +0.6 pp across Poland in the Tortilla Chips category (by GFK HH Pepsico). This increase represents a growth rate twice as fast as the growth of the entire tortilla chips market

-Increase in Net Revenue of the Doritos brand across Poland in May +61% vs May 2022