“How to fit on earth if we are triangular?“
That is the question asked Doritos Mexico In your new advertising campaign. As the most famous triangular shaped snack globally, the brand has made its particular attribute a point not only of differentiation but also of connection with users and therefore has imagined a place to welcome all those who feel from another planet.
The campaign, designed by the creative agency Mexico Islandseeks to emphasize the characteristics and philosophy that have led Doritos to break the convections. Under the title “We are from another planet”The brand proposes, precisely, a new world where all the possible and where everyone can feel included and represented without norms or prejudices.
Reflects the idea in a short film for more than three minutes that has had the production of Iconoclast and the realization of the directors Alaska & Paladino. As if it were a real estate agent, an astronaut discovers the viewer a new and surreal community located in Mars and only accessible thanks to Doritos: from skates that challenge gravity to huge sources of cheese salsa.
The campaign, from attractive concept and spectacular cinematographic, It has gone viral globally. The long version of the piece, published two weeks ago in the brand channels, exceeds 17 million views on YouTube, while one of the Tiktok trailers is close to reaching 80 million views.
Prior to the official launch, the brand has developed a teaser phase oriented to Generate intrigue and conversation Among the public. Thus, he has published a series of videos in which the sighting of spacecraft and UFOs in different parts of Mexico was simulated.
In addition, in Mexico City the brand has made the installation of a large spacecraft, which is shown in the spot, next to a countdown to mark the start of the campaign.
From Doritos they point out that the campaign represents a Broad turning point: “‘We are from another planet ‘is much more than a campaign. It is a statement that returns that bold, challenging and authentic tone that always made Doritos a unique brand in its kind“Daniel Díaz, Doritos brand director commented, according to Adlatina. “Being different is not a position: it is our place in the world … or on Mars”
For their part, from the agency they point out that it is a natural evolution, Since Doritos has always spoken to those who break molds, and now has created a new place for them. “We believe that this idea not only recovers that tone so typical of the brand, but takes it to the extreme. We like to think of Mars as a symbol of what will come: a platform to continue challenging what is established”, Commented Nicolás Diaco and Ezequiel de Luca, creative directors of Isla Mexico.
