Doritos’ triangle gets a spooky glow-up for Halloween in latest campaign via Akcelo
Brand experience and innovation company Akcelo has teamed up with Doritos to spookify Australia’s streets, turning the brand’s signature triangle into bold, glowing Halloween icons that light up the night.
The nationwide campaign reimagines the Doritos triangle as glowing Jack-o’-lanterns, vampire fangs and bats – eerie, playful and instantly familiar. With no taglines or copy, the work strips everything back to the product itself, using its iconic shape to deliver unmistakable brand recognition.
From bus shelters to overpasses, the creative executions are designed to stand out at dark, delivering maximum visual impact for drivers and commuters.
Says Kat Miller, Marketing Manager, Doritos, PepsiCo ANZ: “Whilst Halloween is usually a time for sweet treats we wanted to remind people that Doritos are also Halloween-worthy. This idea gives us an authentic way to earn attention and cultural currency during Halloween, putting the Doritos triangle at the heart of the occasion and reminding Aussies to sink their fangs into something deliciously crunchy.”
Says Aden Hepburn, CEO of Akcelo: “Doritos already owns bold and we wanted to show just how far that iconic shape can go, by taking the snack’s shape and reimagine it as a playful symbol that completely owns Halloween. No tagline, just triangles lighting up the night.”
The campaign is live across high-traffic outdoor sites nationwide, along with digital and social activity encouraging Australians to hand out something triangle-shaped and terrifyingly tasty this Halloween.
Client: PepsiCo ANZ
Alessia Tadei, Chief Marketing Officer
Tracy Hardwick, Marketing Director
Kat Miller, Marketing Manager
James Noakesmith, Assistant Brand Manager
Agency: Akcelo
Aden Hepburn, CEO
Louise McQuat, Group Creative Director
Dave Di Veroli – Chief Strategy Officer
Jay Morgan, Creative Partner
Ilya Aronovich, Senior Creative Lead
Misha McDonald, Copy Lead
Jon Foye, Head of Craft
Justin Bellchambers, Head of Post
Oli Cassidy, Client Partner
Matty Graham, Business Lead
Sammy Stack, Senior Account Manager
Media: Trio
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