Ten days ago, Doritos combined Australia’s go-to 3pm snack, Doritos, with Australia’s go-to pick-me-up, coffee. Baristas were appalled, but Aussies prone to the afternoon slump were enthralled. As so many baristas close up shop after lunch, their vote didn’t matter.
The launch was teased from July 3-14 with daily giveaways on Doritos’ Instagram, TikTok and Facebook pages, with the brand giving away 25 packs of Doritos Coffee to lucky fans per day and inviting comments to spread the word on social media.
Now VaynerMedia, Mango Communications and TRIO Media have launched the campaign to get the conversation flowing about Doritos new, limited-edition afternoon saviour, pronouncing Doritos Coffee as the ultimate all-in-one 3PM pick-me-up snack.
As Doritos gave snack lovers their final chance to get their hands on the first batch of Doritos Coffee with its one-off Doritos Coffee Cart pop-up, a series of fun OOH ads drew world- (or work-) weary Sydneysiders to the cart at Sydney’s Wynyard Station from 3pm to 5pm, where the final 100 packs were handed out right as the afternoon slump hit.
The ads were strategically placed to lead Sydneysiders towards the cart, with messages slowly counting down the proximity to the pop-up and featuring slogans such as “Getting short without your long black?”, “Can’t get through the grind without your favourite grind” and more.
Coffee Doritos follows the divisive release of Doritos Coriander in 2023, which triggered its own sometimes impassioned conversations by combining Australia’s favourite chips with one of the most controversial ingredients of all time.
Credits:
Client: PepsiCo (Doritos)
Marketing Manager: Sam O’Donnell
Senior Brand Manager: Kathryn Miller
Assistant Brand Manager: Camille Norsa
Creative Agency: VaynerMedia Australia
Group Creative Director: Yash Murthy
Senior Copywriter: Charlotte Meldrum-Hanna
Senior Art Director: Kathleen Thomas
Copywriter: Asela Marcelline
Strategy Director: Chrissie Malloch
Post Creative Strategist: Tomos Powell
Senior Account Director: Elyssa Markle
Account Manager: Daisy Melville
Senior Producer: Melissa Petryszyn
Content Creator: Felicity Giang
Media Agency: Trio Media
PR: Mango
