Doritos has garnered international acclaim after winning the Gold award in the Use of GenAI category at The Drum Awards for Advertising, thanks to an innovative campaign that cleverly addressed a unique challenge faced by the gaming community. The popular snack brand, already a favourite among gamers worldwide, capitalised on its signature crunch noise that, while beloved by snack enthusiasts, often disrupts and annoys other gamers when heard through microphones during online play.
Given the close relationship between snacking and gaming—as supported by data indicating a 40% increase in gaming associated with snacking over the past two years, particularly in the UK—Doritos sought a creative solution to this dilemma. Understanding that the gamers, who largely view socialising as a primary motive for gaming, were put off by disruptive crunch sounds during gameplay, Doritos introduced an ingenious technology-based fix: the Doritos Silent product.
This world-first, AI-enhanced solution, famously tagged as “Doritos Silent. Same Crunch. No Sound,” revolutionises the snacking experience by cancelling out the offensive crunch sound through a bespoke piece of software. The programme, specifically designed for PC gamers, can be downloaded from Doritos.co.uk/silent. Trained on a database of over 5,000 different Doritos crunch sounds, the software operates by distinguishing between players' voices and the crunchy noise, effectively rendering the latter inaudible in real-time.
As Doritos continues to strengthen its bond with the gaming community, the campaign's reception has been remarkably positive. The buzz generated recorded an impressive 3.2 billion earned reach globally, marking the brand’s largest ever campaign directed at gamers. Media coverage hit a total of 250 pieces, while engagement through social media soared with over 200,000 organic interactions. Additionally, the impact on sales was significant, with Doritos achieving a $50 million increase.
The innovative software also saw considerable interest, with more than 1.8 million visits to the Doritos website as users sought more information, leading to 15,000 downloads in just the initial weeks following its introduction. The campaign was further amplified across platforms like Twitch, where the Doritos emote was utilized over 5.3 million times.
The success of the campaign not only cemented Doritos as a forward-thinking brand within the gaming space but also highlighted the potential for leveraging technology to address consumer pain points creatively. By reimagining their iconic crunch as an asset rather than a drawback, Doritos successfully expanded its market presence while enhancing the overall customer experience in gaming and snacking.
Source: Noah Wire Services