The Doritos "Make a threesome" campaign, launched in the Netherlands in 2012 by Fitzroy Amsterdam, focused on promoting the brand’s new Sensational Salsa flavor through an engaging and unconventional digital experience. The core brand proposition centers on spontaneity, social connection, and adventurous nightlife, positioning Doritos as not just a snack but a catalyst for bold, memorable social experiences. By linking the product to the excitement of forming new, unpredictable friendships and exploring vibrant urban nightlife, the campaign conveys a youthful, dynamic lifestyle value.
The market strategy leverages an innovative digital platform called Skip or Trip, which taps into the social behaviors and preferences of young adults in the Benelux region. Recognizing the insight that this demographic craves novel social interactions and experiences, the campaign encourages users to invite two strangers to form a temporary “threesome” — a group that, if left unconfirmed, is bound together for a spontaneous journey across nightlife hotspots in Moscow, Istanbul, and Berlin. This creates a sense of urgency and playful risk, motivating engagement through a game-like interaction set on a nighttime-themed Google Maps interface. The creative angle rests on blending social experimentation with travel and nightlife discovery, aligning the Doritos brand with youthful daring and a spirit of exploration. Overall, the campaign aims to deepen brand relevance by connecting the sensory appeal of the new flavor with the excitement of unpredictable social adventures.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign clearly targets young people who are adventurous, social, and eager to embrace bold, late-night experiences. The central device is not a story arc or problem-solution framing, but rather an invitation to participate in thrilling nightlife adventures with strangers—directly mapping onto aspirational peer behavior. The focus is on users locating themselves, forming threesomes, and embarking on rewards-based nightlife trips, placing the product in the orbit of youthful, social lifestyles. Doritos associates itself with this ambitious, energetic user image, positioning the brand as a catalyst for exciting, shared experiences among young consumers.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Lay’s – Market Positioning
Lay’s positions itself as a universally loved, approachable snack brand that emphasizes a wide variety of classic and innovative flavors. Its global presence and consistent quality make it a go-to option for convenient, familiar taste experiences, often focusing on broad family appeal and everyday snack occasions.
2. Pringles – Market Positioning
Pringles differentiates through its unique saddle-shaped chips packaged in distinctive cylindrical cans, highlighting portability and freshness. The brand focuses on innovation in flavor diversity and premium snacking, targeting a slightly more upscale or trend-conscious audience looking for a consistent and shareable snack experience.
3. Calbee – Market Positioning
Calbee leverages its Japanese heritage to emphasize quality ingredients and natural flavors, positioning itself as a premium, healthier snack option. It appeals to consumers seeking authentic and crunchy potato snacks with a culinary edge, often integrating unique seasonings inspired by Asian cuisine.
4. Walkers – Market Positioning
Walkers stands out in the UK and Europe as a traditional, trusted crisp brand synonymous with locally sourced potatoes and classic British flavors. Their marketing highlights community connection, nostalgic appeal, and seasonal limited editions to maintain loyal, family-friendly engagement.
5. Ruffles – Market Positioning
Ruffles focuses on a bold, textured chip experience with its signature ridges designed for extra crunch and dipping. It positions itself as an indulgent, hearty snack choice appealing to younger audiences and those seeking a more substantial chip with intense flavor impact.
Q: What is Make a threesome about?
A: Make a threesome is a 2012 digital campaign created by Fitzroy Amsterdam for Doritos in the Netherlands, targeting the Benelux market. The campaign was designed to launch the new Sensational Salsa flavor by inviting young people to form spontaneous threesomes with two strangers via an interactive online platform called Skip or Trip. If the invited strangers did not respond within nine hours, they would be paired together, with the chance to win a late-night trip exploring the nightlife of Moscow, Istanbul, and Berlin. The campaign leveraged digital engagement and social experimentation to position Doritos as a bold, adventurous brand.
Q: What creative device does Make a threesome use?
A: Make a threesome employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard’s 12-format taxonomy. This creative device centers the campaign on a user profile that the target audience can relate to or aspire to, focusing on adventurous, social young people eager for bold experiences. Rather than following a traditional narrative, the campaign invites users to participate directly in nightlife adventures with strangers, mapping the product onto aspirational peer behavior and positioning Doritos as a catalyst for exciting, shared experiences.
Q: What is the campaign proposition for Make a threesome?
A: The campaign proposition for Make a threesome positions Doritos as more than a snack—it is presented as a catalyst for spontaneity, social connection, and adventurous nightlife. Targeting young adults in the Benelux region, the campaign leverages the insight that this demographic seeks novel social interactions and memorable experiences. By linking the sensory appeal of the new Sensational Salsa flavor to the excitement of forming unpredictable friendships and exploring vibrant urban nightlife, Doritos aims to reinforce its relevance in the confectionery and snacks market as a brand synonymous with youthful energy and dynamic lifestyles.
Q: How does Make a threesome rank in Clapboard's archive?
A: Make a threesome holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the digital and experiential marketing landscape for snack brands.
Q: Who are the competitors in Doritos's category?
A: In the confectionery and snacks category, Doritos competes with Lay’s, which is positioned as a universally loved, approachable brand with a broad flavor range and family appeal; Pringles, known for its distinctive can and innovative flavors targeting trend-conscious consumers; Calbee, which emphasizes premium quality and authentic Japanese-inspired flavors for health-focused snackers; Walkers, celebrated in the UK and Europe for its traditional, locally sourced crisps and nostalgic connection; and Ruffles, which appeals to younger audiences with its bold ridges and substantial, flavor-packed chip experience.
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