Ever wonder why your marketing campaigns don’t grab attention like Doritos ads? I asked myself this too. So, I took a close look at Doritos’ marketing to see what makes it click. Turns out they reach younger audiences with funny TikTok and Instagram videos. 1 In this post, I’ll walk you through their smart use of user-generated content, social media moves, and creative ads. 3 You can borrow some tasty ideas from the snack industry’s top marketer! 2

Key Takeaways

  • Doritos scores big with fan-created content—”Crash the Super Bowl” contest flips fans into brand partners.
  • TikTok clips grab Gen Z attention—videos shorter than 10 seconds pull three times the engagement of Instagram posts.
  • Hashtags aren’t Doritos’ thing—but special promos like #DoritosTriangleTracker hand out $15,000 prizes.
  • The brand taps popular celebs—Cardi B, Post Malone, LeBron James—to connect with wider audiences.
  • Doritos keeps things local in each country—matching famous faces and regional flavors, always maintaining its bold vibe.

Key Elements of Doritos Marketing Strategy

A bag of Doritos and chip crumbs on a wooden table.

Doritos stands out in the snack world with a marketing strategy that breaks all the rules. They mix bold ads with fan-made content to create buzz that other brands can’t match.

Bold and Creative Advertising Campaigns

I’ve seen Doritos dominate the snack scene with ads everyone talks about. Their bold style puts humor first, making TV spots that really stand out. Even years later, their Super Bowl commercial with the talking baby and golden retriever has me laughing! This brand definitely doesn’t play safe—they push limits with edgy content younger folks appreciate.

Their spicy, bold flavors match perfectly with that rebellious vibe. 2

What I like best about their ads is the clever combo of humor and highlighting product strengths. Take their “Bold or Boom” campaign—it clearly showed how these chips offer an intense, powerful taste.

Doritos commercials are almost a Super Bowl tradition now, with millions eager to see what wild idea they’ll launch next. They don’t simply sell chips; they create cultural moments fans talk about long after the game. 1

Leveraging User-Generated Content

Doritos nails it with fan-made content. Take their “Crash the Super Bowl” campaign—pure marketing genius. Fans create original Doritos commercials, building true loyalty through involvement.

Instead of passive buyers, snack lovers become active brand partners. The tortilla chip giant lets people showcase their creative ideas—and spreads the Doritos message everywhere. 3

Fan-generated posts work wonders for Doritos on social media. TikTok posts from fans receive three times the engagement compared to regular Instagram content. Contests with appealing prizes drive huge participation levels.

My marketing team noted how Doritos allows fans to share the brand story from their point of view. This approach connects naturally with Gen Z and Millennials, who prefer genuine interactions over standard ads. 4

Social Media and Digital Marketing Tactics

Doritos rocks social media with eye-catching posts that grab fans fast. They mix fun videos and memes that spread like wildfire across platforms where their young fans hang out.

TikTok Challenges and Engagement

I’ve noticed Doritos nails it on TikTok—creating short, snappy videos, usually under 10 seconds each. Their TikTok posts snag three times the engagement compared to their Instagram content. 5 Interestingly, they rarely bother with hashtags, aside from their own branded campaigns.

One cool example was the #DoritosTriangleTracker contest. The brand cleverly marked triangle-shaped landmarks across New York, Atlanta, and Memphis. Fans sharing snaps of these landmarks got a chance at winning $15,000.

The secret? Simplicity. Short captions, original tunes, short clips—that’s why Gen Z keeps coming back. Most food brands struggle to hit viral gold, but Doritos pulls it off naturally.

The videos feel genuine, not like forced commercials. This relaxed style creates authentic community vibes and drives huge online engagement. 6

Instagram Meme Integration

After making waves on TikTok, Doritos also nails Instagram, sharing fun memes fans love. My team leans on evergreen meme posts to boost Instagram engagement—keeping the content fresh and followers active.

This tactic helps Doritos pop out in a crowded snack market. And it works: the brand tends to post more often on Instagram than TikTok, keeping followers plugged in and interested. 8

Socialinsider analytics found Doritos performs best with Instagram Reels. The company links their chips to playful, visual moments Gen Z naturally relates to. These memes feel authentic and casual—not salesy or forced.

That subtle approach grows a loyal fan base while smoothly promoting products as people flip through their social feeds. 7

Celebrity Partnerships and Super Bowl Ads

I really like how Doritos partners with major celebrities to catch our eye. Big stars like Cardi B, Post Malone, LeBron James, and Cristiano Ronaldo give Doritos ads extra sparkle.

These celebs connect fans from music, sports, and pop culture, making the brand widely appealing. 9

Every Super Bowl Sunday, Doritos runs catchy ads that stick around in conversations for weeks. In one memorable spot, the brand paired a rapper with a rock musician—mixing music styles, just as Doritos mixes exciting snack flavors.

Another popular commercial showed a funny talking baby alongside a golden retriever, quickly becoming a social media favorite.

Doritos often uses those big-stage ads to kick off fan contests. They invite people to create original commercials of their own, turning fans into ad directors. Mixing famous faces with fun, fan-made content helps Doritos stand out in a crowded snack market. 10

Global Marketing Strategies

Doritos changes its flavor game across the world to match local tastes. They run unique ads in each country that speak to that culture’s humor and style.

Adapting Campaigns for Diverse Markets

I’ve noticed how well Doritos handles its global marketing, through the “For the Bold in Everyone” campaign. Rather than just repeating the same ads worldwide, they adjust their message for each market—but always stay true to their bold brand vibe. 11

In the U.K., they partnered with local figures like Chloe Kelly and Dan Mancina. This approach made the brand feel more personal for British fans—and boosted its local appeal. Later, they took this tactic to Australia and Europe too, expanding the reach without missing a beat.

Next stop for this strategy: Latin America. Doritos studies local flavor preferences and social trends carefully before launching new products. After all, what’s popular in Mexico might completely miss the mark with customers in Japan. 2

Social media data helps the brand choose the right flavors and marketing moves for each country. This careful planning makes every dollar count—and gets fans excited around the world.

Conclusion

Doritos stays on top as a snack favorite through bold, clever marketing. They blend fun, catchy ads with social issues that young people care about—making sure they truly connect.

TikTok challenges, memes, and viral trends keep Doritos fresh, even in a crowded snack aisle. From funny Super Bowl commercials to fan-created content, they know how to catch our eyes—and stick in our minds.

Humor, celebrity faces, and social media buzz all combine to make Doritos the go-to chip for snack fans across the globe.

References

  1. ^ https://www.latterly.org/doritos-marketing-strategy/ (2024-06-23)
  2. ^ https://ronntorossian.medium.com/doritos-marketing-and-pr-strategy-an-overview-7990b0b3a5a4
  3. ^ https://www.brandcredential.com/post/doritos-marketing-strategy-brand-innovation-and-impact
  4. ^ https://www.yotpo.com/blog/how-doritos-wins-every-super-bowl-with-ugc/
  5. ^ https://transpublika.co.id/ojs/index.php/Transekonomika/article/download/834/693/
  6. ^ https://www.socialinsider.io/blog/doritos-social-media-strategy/ (2023-05-11)
  7. ^ https://www.researchgate.net/publication/387120806_Doritos_Product_Marketing_Innovation_Based_on_Doritos_Flat_Life_on_TikTok_Social_Media_to_Increase_Sales
  8. ^ https://rohansingh.io/what-makes-doritos-marketing-strategy-a-winning-formula/
  9. ^ https://digiday.com/marketing/inside-doritos-creator-led-marketing-strategy/ (2025-02-12)
  10. ^ https://ecommercefastlane.com/why-doritos-marketing-strategy-made-super-bowl-history/
  11. ^ https://www.marketingdive.com/news/doritos-first-global-brand-platform-bold-campaign/706007/
Andrew McKinsey

Andrew MyKinsey is a leading expert in brand marketing strategy with over a decade of experience in the American market. Since founding his firm in 2010, he has consistently driven innovation and success. His educational background includes a Master’s degree in Marketing from Harvard University, along with multiple professional certifications in Brand Management and Digital Marketing Strategy.
Andrew also serves as a member of the American Marketing Association, which underscores his commitment to staying at the forefront of industry developments.
His awards list is extensive; notably, he was named "Innovative Strategy Firm of the Year" three times since 2018 by national marketing associations.
Andrew's contributions to the field of marketing are widely recognized. He has authored several influential articles published in top business magazines such as Forbes and Business Insider.

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