Doritos launched its rebranding campaign across China in August to include redesigned packaging, television spots and live events before rolling out its website.
The new site, developed by Agency.com, links young Doritos consumers via the popular networking platforms and features audience contests and material by celebrity blogger Han Han.
The new site, developed by Agency.com, links young Doritos consumers via the popular networking platforms and features audience contests and material by celebrity blogger Han Han.
The overall rebrand is led by Integer China and follows Doritos’s decision to differentiate itself from competing snacks in China. The push targets teenage consumers through “edgier” packaging among other aspects, said group account director at Integer China, Mike Chou.
“Frito Lays has 100 different chip brands in China. In America, Doritos is huge but in China it is not, so Doritos wanted to create a dare-to-do image,” Chou said. “Now, it’s given a little edge and we’ve made it more into a hip, cool snack for the kids in China.”
Chou said the rebrand will be exclusive to China initially.
