Doritos Let Me Decide

Doritos invited users to use its Instagram filter and co-create the ending to its advertisement.

Doritos, the nacho chips brand from PepsiCo, recently launched an interactive Instagram filter that lets viewers decide the ending they want to see on its ad.

Titled #DoritosBoldChoice, the ad puts the power in the hands of the consumer, so that they can decide for themselves if they want a "smart ending" or a "follow your heart" emotional ending.

This campaign acknowledges the fact that consumers today look forward to co-creating with brands rather than being passive consumers. With Gen Z audiences being Doritos' target market, the brand leverages their high engagement with social media, while helping them achieve a sense of ownership with the brand's communication. The ad allows consumers to personalise the ending to some degree, which allows consumers to share their preference and experience while interacting with the brand. The level of personalisation will fare well with Gen Zs and encourage brand recall among them.

With 86% of the Gen Z cohort having access to smartphones, brands can look to market to them with digital campaigns that are witty, unique and can be enjoyed on small screens. Interactive augmented reality videos before launch of a signature product, fun pop-ups on social media and VR filters can be ways to engage the youth through digital entertainment, providing instant gratification. Brands will also do well to provide consumers with the tools to contribute to or create branded moments for themselves, rather than handing down a one-size-fits-all marketing message and expecting consumers to take note.