Doritos has always aspired to be the perfect snack for gamers, but its characteristic crunch can be very frustrating during online gaming.

This is what led us to create Crunch Cancellation, a piece of software that allows gamers to talk into the microphone while eating, without their friends hearing the slightest crunch. Through artificial intelligence, developed based on an NVIDIA library, it is capable of detecting the sound wave that creates those crunching sounds when someone chews, and eliminates them in real time.

Through an Nvidia library, we were able to train an artificial intelligence to distinguish the sound of Doritos crunching and isolate it from the rest of the audio in real-time. Up to 5000 sound samples were analyzed to make this possible. After months of development, it became software that could be installed on a PC and configured for use during live streaming broadcasts and online gaming sessions.

To further refine the software, we added a layer of UX with an easy, intuitive aesthetic that matched the look and feel of the campaign

And to promote it, we prepared a 360-degree campaign with social media, activations with streamers, events at gaming fairs, a metaverse, as well as organic reactions from many content creators and appearances in various digital media and on television.

The campaign was a complete success, achieving unprecedented figures not only for Doritos but also for any snack brand of PepsiCo. This sparked a lot of interest from the global team to export it to other countries...

〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social〰️TV〰️OOH〰️Social 〰️ TV 〰️ OOH 〰️ Social 〰️ TV 〰️ OOH 〰️ Social

Once the campaign ended in 2022, Doritos asked us to launch the Crunch Cancellation software internationally, and in a different way. For this, we created the Doritos Silent campaign, a new variety of Doritos that crunches but makes no sound when chewed. We launched a teaser simultaneously in the UK, EEUU, Spain, and Portugal. The goal was to make people wonder...How could this be? When would it be available in the market?

Once we had created enough hype, we launched the real campaign with a reveal that communicated that if you wanted Doritos that didn't crunch when you chewed them, you could download the Crunch Cancellation software. It had also been optimized for use on any PC, as well as for video calls and online meetings. Additionally, they wanted to impact a more mainstream audience, not just gamers, so we created a digital and influencer campaign, as well as OOH, TVC, and radio commercials.

In the case of the billboard, on the day of the reveal, we replaced it with a new one that unveiled that the Silent chips do not exist, and that the software was available.

DORITOS_SILENT_FAMILIA

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Doritos (Pepsico)

2022-2023

Agency:TBWA

AD: Ana Bautista

CW: Paula Ibáñez

CD: Pepelu Sánchez y Charlie Lastra

CCO: Juan García-Escudero