DORITOS: EVERYBODY DORITOS?
A CULTURAL DISRUPTION
A pitch-winning strategy that turned Doritos’ iconic product truth
into a mass culture phenomenon campaign
into a mass culture phenomenon campaign
Project Overview
Doritos was one of Türkiye’s most iconic snack brands, but familiarity was no longer enough. With private label and local competitors gaining ground, the brand needed to turn love and memory back into active choice. The brief was clear: make people fall in love with Doritos all over again. We engineered the strategy for the pitch-winning "Everybody Doritos?" campaign; a high-visibility, 360° integrated movement designed to turn a simple snack into a unifying cultural mirror.
The Strategy:
Engineering the ultimate
cultural crossover
Engineering the ultimate
cultural crossover
The pitch-winning strategic move was to stop talking about superiority as a brand claim and make it feel like a human truth. Doritos was not just better. It was the chip people recognised, craved, brought to gatherings, ate in their own rituals and somehow agreed on.
From this came the core idea: completely different people can meet around the same Doritos pleasure. The product truth — intense flavour, crunch, shape, smell and eating rituals — became a social truth: everyone has their own Doritos, but everyone gets Doritos.
From this came the core idea: completely different people can meet around the same Doritos pleasure. The product truth — intense flavour, crunch, shape, smell and eating rituals — became a social truth: everyone has their own Doritos, but everyone gets Doritos.
The Execution:
A disruptive 360° digital ecosystem
A disruptive 360° digital ecosystem
We moved beyond narrow target definitions and built the campaign around a simple cultural truth: Doritos cuts across taste, age and tribe.
To prove it, we brought together three very different figures from Turkish pop culture: Aleyna Tilki, Mahmut Tuncer and Teoman. Each carried a distinct audience, energy and cultural code. Placing them in the same Doritos universe made the idea instantly clear: completely different people can still share the same craving. Rather than smoothing out their differences, the work let the contrast do the job. That tension made “Everybody Doritos?” feel bigger, sharper and more culturally alive.
To prove it, we brought together three very different figures from Turkish pop culture: Aleyna Tilki, Mahmut Tuncer and Teoman. Each carried a distinct audience, energy and cultural code. Placing them in the same Doritos universe made the idea instantly clear: completely different people can still share the same craving. Rather than smoothing out their differences, the work let the contrast do the job. That tension made “Everybody Doritos?” feel bigger, sharper and more culturally alive.
Seren Çankırı, Senior Marketing Director at PepsiCo Türkiye
By bridging entirely different worlds with distinct fan bases—like Aleyna Tilki, Mahmut Tuncer, and Teoman—we are proving that individuals from every corner of society can find a piece of themselves in Doritos.
The Impact:
Disrupting the industry
Disrupting the industry
The pitch was won and the campaign did what Doritos needed most: made the brand feel famous, loved and unmistakably itself again. It didn't just capture attention; it drove deep, cross-generational engagement, proving that Doritos remains a highly disruptive, unifying force in the modern cultural landscape. The campaign also lifted key brand image metrics, reversed penetration decline and helped with the market share increase.
The campaign was also widely talked about and awarded at industry events.
The campaign was also widely talked about and awarded at industry events.
