Doritos - How a snack brand made money in the music business

Doritos and AMV BBDO formed the ‘Mariachi’ campaign around the concept of creating a branded band and taking them on tour to parties up and down the country. The key aim to this campaign was to broaden Doritos’ target audience by appealling to older consumers without alienating its younger heartland. By orienting Doritos around a simple, relevant and fun brand purpose – to bring the party to the party – the campaign expanded the Doritos consumer base and delivered a ROMI of 3, almost twice the FMCG category average.