Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox. We know that Doritos appeals to generation Z, a generation that notoriously looks for brands that challenge the status quo,” she said. “Consumers now expect brands to have high sustainability credentials and will often make buying choices based around them –a movement largely led by gen-Zs.” Doritos STAX elicited a mixed emotional response. On one hand the triangular cannister was novel and intriguing – making the proposition clear while integrating an iconic branding device.

Doritos to challenge Pringles with Stax canisters launch

The launch will be supported with a digital advertising campaign, a TV advertisement to encourage the public to ‘choose bold’, as well as partnerships with social media influencers.Registered Office: 11 Angel Gate, 326 City Road, London, EC1V 2SD. Registered in England and Wales, No. 454555

Doritos Raises the ‘STAX’ – Doritos takes on the cannister Doritos Raises the ‘STAX’ – Doritos takes on the cannister

While the novelty-factor is clear, does Doritos STAX offer enough meaningful benefits to motivate people to switch? We put the concept to UK consumers using our Innovation Testing solution, looking at 3 C’s to predict in-market success: The brand recently made a splash by separating its strongest asset from any (and all) context, producing a number of ads ( TV, OOH) featuring only the brand’s iconic triangle logo – devoid of any other branding or category cues. This bravery was on full-display again recently with the UK-launch of Doritos STAX – a reformulated tortilla chip designed to fit neatly in a triangular cannister, squarely taking aim at Pringles’ dominance in the segment. A core objective of the Doritos STAX launch was to challenge Pringles’ leadership by appealing to a younger audience. The brand was reasonably successful in this endeavour, with the novelty associated with the triangular cannister sparking curiosity and positioning the brand as ‘modern’.The new product is available in three flavours: Ultimate Cheese, Sour Cream & Onion and Mexican Chilli Salsa. The launch marks the brand’s biggest ever launch and will be supported with a TV ad, digital advertising campaign, as well as influencer partnerships across social media. The launch will be supported with a TV ad that documents the rise to stardom of a young musician rewarded for making a bold choice that changed his life forever. In addition to the TVC, the launch will benefit from a playful OOH and digital advertising campaign, as well as influencer partnerships that will see Doritos STAX at the centre of challenges on social media. The wide-ranging media campaign will reach over 50 million adults, 15 million of which are Gen-z, Doritos target audience.