Doritos and AI Software? Crunch-cacellation!
In a bid to cater to its Gen Z and millennial clientele, who self-identify as gamers according to NewZoo research, Doritos has developed a "crunch-cancellation" software. This software would alleviate the disruptive noises resultant of munching on its iconic chips during online gaming sessions - a hindrance faced by close to 30% of US gamers, according to a Frito-Lay study.
I laughed.
Linking its advertising to the current popularity of noise-canceling headphones, Doritos has elegantly transposed the concept to gaming. This venture manifests Doritos' subtle blend of maintaining the tangible appeal of its chips while exploring the frontier of AI technology. To make it functional, the software includes an adaptable mic filter that users can activate to nullify the noise made during a game. This experimentation initiative, brought to life by Doritos' UK division and supported by Brooklyn-based engineering and design studio Smooth Technology, only requires a one-time setup. Prospective users need to input their names and email addresses on a select website to download the feature. Since the featured tool’s release, there has been a noticeable uptick in Doritos advertisement in countries including the US, UK, Spain, Poland, Brazil, and Portugal. The campaign has been immaculately designed with the theme of "making Doritos silent”, utilizing images of chips replacing noise-canceling headphones in social posts and out-of-home placements. Along with this, Doritos has been circulating whimsical spots, dramatizing the concept of sound nullification to a larger than life scale. Doritos' inventive venture beckons a new dawn of product marketing - a synergistic union between core product features and advancements in modern technology. It's a pioneering move that joins the ranks of brands like Heineken Brazil’s PC-fridge hybrid to capture an audience of dedicated gamers.