Doritos Tapas



The Problem

Doritos Tapas was a new product with added poppy seeds and more premium flavours. The problem was nobody noticed it as it looked too much like the core Doritos range. The pack was about to be deleted from the major supermarkets.


The Idea

Bring the name to life for the target 18-25 year old market. The pack becomes the City at night with illuminated signs for restaurants and bars calling out Tapas. The black packs stood out amongst the core Doritos range and the competitors.


The core Doritos range was also designed by Idea to the brand guidelines provided from Pepsico USA.