The triangular cannister worked to both set the product apart on-shelf, while also making it recognisable for Doritos. Speaking to its efficiency as a brand asset, a third of people recalled Doritos from this element alone. Available in three bold flavours, NEW Doritos STAX come in a unique triangular tube that is recyclable Registered Office: 11 Angel Gate, 326 City Road, London, EC1V 2SD. Registered in England and Wales, No. 454555 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. The launch will drive further excitement through an integrated marketing campaign spanning TV, OOH and Digital

PepsiCo’s Doritos moves into tube snacks with Stax

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.” 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: Doritos is no stranger to outlandish marketing experiments, embracing unorthodox flavours and advertising to maintain relevance amongst its capricious Gen Z target audience. 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. 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.In other foodie news, an online cheese festival will be running in May, offering virtual tastings and masterclasses. For the cheese lovers out there, there’s Ultimate Cheese. For fans of a bit of spice, there’s the Mexican Chilli Salsa. And finally, there’s Sour Cream & Onion – could it be more addictive than Pringles’ version? And the next thing to go in our trolly will be these Doritos Stax - like normal Doritos, but in a can! Wave goodbye to stale crisps (if you ever have any leftover, that is), because the famous triangular tortilla now comes in a recyclable tube.

Doritos | Make Your Play Doritos | Make Your Play

The new product is available in three flavours: Ultimate Cheese, Sour Cream & Onion and Mexican Chilli Salsa. If you love the crunchy yet salty goodness of the tradition Dorito, then you’ll definitely like the sound of Dorito’s last concoction… Dorito Staxs. It’s like Doritos and Pringles have had a lovechild and it’s absolutely delicious. 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.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.

Doritos Stax | PepsiCo Design

Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox. 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 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.