New Direction for Doritos: BBDO Breaks Campaign That Saved The Business in Pitch vs. DDB Needham

By Cristina Merrill





NEW YORK–BBDO here and Frito-Lay broke three Doritos commercials last week that make up the bulk of a new, estimated $40 million ad campaign.





The ads are the work with which BBDO beat DDB Needham, Frito-Lay’s other roster shop, in a creative shootout in February.





The new work is designed to reposition Doritos as the snack for 12- to 17-year-olds. Bearing the tagline ‘The loudest taste on Earth,’ the 30-second spots, including one that introduces a new product, ‘Spicy Nacho,’ feature Crushing Underground’s Mary Wood, a jingle producer/performer who has worked on 7-Up and KFC commercials.