When a brand’s geometry is globally iconic, altering it is the ultimate creative gamble. Doritos Storm introduced a completely new rolled format to the Turkish market, giving the brand a fresh way to reignite excitement among younger snack lovers. We built the digital and campaign narrative around this massive structural pivot, transforming a pure product innovation into a definitive cultural moment.

The opportunity was not simply to introduce a new product. It was to make the new format feel instantly relevant. We built the strategy around sarmak, a Turkish word with a useful double meaning. Literally, it means “to roll,” directly reflecting Storm’s new shape. In Gen Z slang, it means something has pulled you in, kept you watching or left you hooked.

That overlap gave us a simple, culturally fluent platform. The product form and the audience language said the same thing. Storm was rolled and it was the kind of thing that genuinely hooks you. This became the basis for the campaign, turning a physical product truth into a phrase people already understood and used.

The campaign launched Storm as more than another flavour extension. The rolled format became the centre of a digital-first content system built around movement, loops, creator culture and platform-native storytelling.

Working alongside the creative team, we helped develop the campaign across traditional, digital and social channels, building the launch approach, social strategy and creator ecosystem. Every touchpoint reinforced the same idea: it was a Doritos experience that truly "sarıyo."

The campaign helped turn Storm into a successful new platform within the Doritos portfolio, driving strong trial, awareness and repeat purchase. More importantly, it gave the brand a culturally ownable way to launch future innovation, proving that a product truth can become much bigger when it enters the language people already use every day.