Doritos brews up new campaign for Doritos Coffee via VaynerMedia, Mango and TRIO Media

This month, Doritos sparked debate and conversation nationwide with the release of its latest and boldest flavour, Doritos Coffee. Launched via VaynerMedia, Mango Communications and TRIO Media, Doritos Coffee was announced as the ultimate 3PM pick-me-up snack – the all-in-one solution to the terrible afternoon slump that hits right when all Aussies’ favourite coffee shops are closed.

Whilst the new flavour was not available for purchase in retailers, from 3 to 14 July Doritos hosted an exclusive daily giveaway on its Instagram, TikTok and Facebook pages, giving away 25 packs of Doritos Coffee to lucky fans per day. Doritos fans were asked to comment what was making them mad at 3pm, with responses including “I don’t have a bag of coffee flavoured Doritos right now”, “this dreary weather”, “my Doritos don’t double as bookmarks”, “my baby decided 3am was a great time to have a party so I need 3pm help” and more.

This week, Doritos gave snack lovers their final chance to get their hands on the first batch of Doritos Coffee with its one-off Doritos Coffee Cart pop-up. The cart, hosted at Sydney’s Wynyard Station from 3pm to 5pm, saw the final 100 packs handed out throughout the afternoon.

To draw in people searching for their 3pm coffee fix, tongue-in-cheek OOH placements were launched around Sydney CBD, tapping into people’s frustration that coffee shops around the country are closed right as that afternoon slump hits. The placements were strategically placed to lead Sydneysiders towards the cart, with messages slowly counting down the proximity to the pop-up and featuring slogans such as “Getting short without your long black?”, “Can’t get through the grind without your favourite grind” and more.

Says Kathryn Miller, senior brand manager, Doritos: “Doritos is all about disrupting culture, pushing palate boundaries and bringing our fans unexpected, bold and exciting experiences.

“We know Aussies long for that extra cup of coffee in the afternoon, so we wanted to create an all-in-one snack solution that conquers the 3pm slump. Whether you’re a coffee aficionado, chip lover or even a non-coffee drinker, we put taste buds to the test for a unique snacking experience to see if Doritos Coffee fulfils those cravings.”

Doritos Coffee combined the bold, aromatic taste of coffee with the iconic Doritos crunch, creating what could possibly be the ultimate dream afternoon snack and coffee all in one.

The launch followed the divisive release of Doritos Coriander in 2023, which sparked debate around coriander’s soap-like taste – combining Australia’s favourite chips with one of the most controversial ingredients of all time.

Brand – PepsiCo
Sam O’Donnell – Marketing Manager
Kathryn Miller – Senior Brand Manager
Camille Norsa – Assistant Brand Manager

Creative Agency – VaynerMedia Australia
Yash Murthy, Group Creative Director
Charlotte Meldrum-Hanna, Senior Copywriter
Kathleen Thomas, Senior Art Director
Asela Marcelline, Copywriter
Chrissie Malloch, Strategy Director
Tomos Powell, Post Creative Strategist
Elyssa Markle, Senior Account Director
Daisy Melville, Account Manager
Melissa Petryszyn, Senior Producer
Felicity Giang, Content Creator

Media Agency – Trio Media
Grace Parsons, Digital Manager
Jacqui Feros, Planning Manager
George Grigoriou, Activation Executive
Anna Weibe, Activation Assistant
Tasnia Sheikh, Account Coordinator
Christine Chen, Group Investment Director
Jen Jones, Group Business Director

PR – Mango
Managing Director – Tabitha Fairbairn
General Manager – Angela McCann
Account Director – Natalia Katsionis
Account Manager – Renay Hung