Doritos is no stranger to outlandish marketing experiments, embracing unorthodox flavours and advertising to maintain relevance amongst its capricious Gen Z target audience. 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.

Doritos Stax are hitting supermarket shelves soon New Doritos Stax are hitting supermarket shelves soon

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’. Like this article? Sign up to our newsletter to get more articles like this delivered straight to your inbox. 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.Registered Office: 11 Angel Gate, 326 City Road, London, EC1V 2SD. Registered in England and Wales, No. 454555 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: 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. 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 Stax | PepsiCo Design

The new product is available in three flavours: Ultimate Cheese, Sour Cream & Onion and Mexican Chilli Salsa. 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.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.