Doritos is a top-10 CPG brand, filling carts and cupboards across America. And yet Doritos hype had faded. We needed to win back Gen Z by reclaiming the Doritos hypebeast status. We learned that next-gen snackers were feeling overwhelmed by the world, finding themselves in a state of paralysis, hungering for ways to break free from the humdrum of daily life but lacking the spark to change things.

Inspired by the iconic triangular shape of a Doritos chip, Grammy-nominated hip-hop artist Jack Harlow sets aside his rap career and picks up the triangle (the musical instrument) instead. Jack and the triangle instantly become a global phenomenon. The instrument sells out everywhere and inspires fashion shows, TikTok trends and a new British currency. In the end Jack attends a music-awards show as the favorite to win Triangle Player of the Year but, in a massive upset, loses to Elton John, who celebrates the win by playing a giant triangle at the awards show as if it were a grand piano.

The Super Bowl—the most watched one since 2017 and the most streamed one ever—gave us a huge stage from which to unleash our new creative positioning on the world, which delivered a combined 113,055,000 P2+ viewers.

Despite all the noise, we found a way to break through with our core audience, gaining us the #1 Most Loved Ad by Gen Z with an 86% ad recall (according to a survey managed by Morning Consult).