Doritos unveils bold soap ads to launch limited-edition Doritos Coriander via VaynerMedia
To launch the new super limited-edition Doritos Coriander, and drive conversation around the flavours’ controversial nature, Doritos has launched tongue-in-cheek digital out of home placements in shopping centres across the country – with a unique and soapy choice in art direction, developed by VaynerMedia Australia.
Located in various Westfield centres, the iconic Queen Victoria Building and more, the ads include slogans from “A soap tasting chip? Not a fablë” to“Boldly fragrant & indulgently soapy chips? Delush”, with Doritos taking over digital OOH placements within close proximity to distinctively scented stores to showcase its new – tasty to some, soapy to others – product offering.
Launched via VaynerMedia, Mango Communications and TRIO Media, the new flavour is sparking debate around coriander’s soap-like taste – combining Australia’s favourite chips with one of the most controversial ingredients of all time.
Says Vandita Pandey, chief marketing officer ANZ, Doritos: “Some people love coriander, others hate it. It’s Australia’s most polarising flavour, with many avoiding it entirely due to its soap-like taste – so we thought we’d put taste buds to the ultimate test by combining it with Doritos’ iconic tasty corn chips.
“For the coriander haters, we wanted to boldly launch the product in a unique way – emphasising the soapy qualities of our new chip. We know some Doritos fans will love it and others will hate it. Does coriander actually taste like soap? Let’s see what the nation’s chip-lovers have to say.”
Doritos Coriander is super limited edition and not available for purchase. A limited number of packs will be exclusively available via a giveaway hosted on Doritos Instagram page. To participate and have your say on this debate, head over to @doritos_aus and share why you love or hate coriander.
Brand: Doritos
Assistant Brand Manager: Camille Norsa
Senior Brand Manager: Kathryn Miller
Marketing Manager: Sam O’Donnell
Brand Director: Tracy Hardwick
CMO: Vandita Pandey
Communications Manager: Skye Oxenham
Legal Council: Natalie Zomaya
Creative Agency: VaynerMedia
Group Creative Director: Yash Murthy
Strategy Director: Chrissie Malloch
Account Director: Elyssa Markle
Senior Art Director: Miles Jackson
Account and Influencer Manager: Daisy Melville
Art Director: Kathleen Thomas
Copywriter: Asela Marcelline
Senior Strategist: Crystal Chen
Post Creative Strategist: Vivien Bui
Senior Project Manager: Clare Dyer
PR Agency: Mango Communications
Managing Director: Tabitha Fairbairn
General Manager: Angela McCann
Account Director: Michael Rossiter
Media Agency: TRIO (PHD Australia)
Group Business Director: Kathryn Furnari
Group Business Director: Jen Jones
Planning Director: Gilbert Lee
Planning Manager: Ellie Begg
28 Comments
Backs away slowly
Very clever
I accidentally bought one of the special edition Doritos flavours once: No good. They should come with warnings.
Stick to original flavour chaps!
Yeah, Asela!
It’s the copy that’s weird as shit
My bad, didn’t get it at first. Comment cheerfully withdrawn.
Bit of an obscure reference for the great unwashed masses.
And not in a good way. This is weird and confusing AF, what a waste of money. Zero points to Gryffindor.
In my mouth? How is supposed to be appetising?
Clever
The logic in this is incredibly confused.
Eat em, they’re good for you Vayner. Trust me.
the only work I’ve had published on Campaign Brief since 2018 is this comment?
the Aesop execution is nice imho
Spectacular marketing 😮 very funky and very cool.
Don’t get it. Bit like the voice.
Nobody likes the taste of soap in their mouth. And I bet most people also don’t get the soap and corriander reference. Just bizarre advertising.
Coriander doesn’t taste like soap? My head hurts.
Stop. Please
Mmmmhmm. Terrible.
Ok boomer
That fable line is very cryptic. May go over the head of the common man. I understand it, but I’m an intellectual with a bulging brain so big it shades my eyes.
I’ve never heard of the idea that coriander tastes like soap. Is this a Bondi thing?
The idea could work but the “fable” bit is odd and the inconsistency between the two executions is so strange. Makes me think these barely ran irl. Better than I’d expect from an agency owned by a crack head lunatic though.
Yeah from what I can tell it’s just a stunt campaign for a 500 pack giveaway – which seems to have pretty effectively done the job checking out the response.
Once I make my move, the queen will take me.
Then you’re free to check the king.
Just Googled and found out 20% of folks think coriander tastes like soap. Guess the creative will go over the heads of the other 80%!?
Would have made a good tiktok.