“Is This Rage Bait?” Doritos Is Teasing a Shapeshift

They’re back at it again. Over the past few days, across social, out-of-home (OOH) and national newspapers, Sips & Bites, PepsiCo’s in-house agency, has been rolling out a divisive campaign for Doritos. And it’s been causing quite the stir amongst the public.

The crisp brand, known for their iconic triangular form enduring 61 years, could be shapeshifting. Cryptic visuals display a single square crisp, captioned ‘THE SHAPE OF THINGS TO COME’. Beneath it reads: ‘17.02.25’.

We asked Sips n’ Bites for comment and executive creative director Matt Watson for Sips & Bites Europe told us: My comment = 

It looks like we’ll have to wait until February to find out what the fuss is about.

Whether or not the campaign reflects a permanent dissent from the original remains to be seen. But in typical Sips & Bites fashion, it’s a move that has got people talking and connecting with culture.