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The main objective for Doritos STAX was to promote their new brand, new flavors, and challenge Pringles leaderships in order to appeal to a more younger target audience, whilst re-positioning the brand to appeal to a wider demographic. Therefore making the brand Doritos a well known brand, with a reasonably unique but successful product. Another reasoning for the rebrand design is to give a much needed 'excitement' to the snacks segment of crisp. This will make their target audience an opportunity to try something different instead of eating out of a classic crisps packet, such as Walkers. When updating packaging of Doritos this makes the brand more modernised, keeping Doritos as a brand well known but different compared to other brand, to appeal to their target audience.  When giving Doritos a branding change the response that the company was hoping for was to gather more customers for the brand who may not have seen or heard of the brand. By changing the packaging it makes th...

                                                               Traditional gender roles   Goes against gender roles  Ideal self - Carl Rodgers (1980) Call to action - what the brand wants you to do after seeing the advert. This can be instant.  aims and objective  target audience key messages approach  representation campaign logistics choice of media call of action legal and ethical regulation