No Logo, err... Doritos, does new campaign with no logo, launched with :60 "Anti-Ad"

In order to appeal to the brand new extra cynical generation known as "Gen Z", Doritos are redesigning their looks and using this opportunity to do a campaign with no logo at all. Anywhere. Everywhere!

No logo on Instagram, no name or logo on their youtube channel, no name or logo or even flavour name on the packaging because you already know that ranch is the blue bag. No logo on the posters, just the familiar chip triangle and a reminder of the flavours cool, cheesy, hot and ranch.

(as an aside, these are all of the OK Soda commercials in our commercial archive: Ok soda "exclude some people" 1994 , OK Soda - Elevator / Chain letter ,  OK Soda - Declassified , OK Soda - Launch Ad / Music , OK Soda - Fiancé / Chain letter , OK Soda - OK Index , OK Soda - Like Kudzu / Virus, OK Soda - New Packaging, OK Soda - Secret Code / Chain letter)

This anti-ad generation hype brought us "No Logo", "Adbusters" and "buy nothing day", branding anti-branded things targeting them to the new market, and birthing new creatives to join the ad industry.

So Doritos drops the name, and the logo, but keeps all the easily recognisable brand features. Consumers can "triangle" themselves on snapchat, the blue and red bags are still there, and that Doritos-dust is ownable too. The ad may say “this is an ad with no logos, no jingles, no gimmicks" in an attempt to sweet-talk the generation who hates being pitched to, but the ad is in fact one giant gimmick.

Which, come to think of it, is really Doritos brand ethos. Every big campaign they did during the Superbowl, for example, was a gimmick. From user-generated ads to Chance the Rapper singing with the Backstreet Boys.

Ad agency. Goodby Silverstein and Partners.