Reinforce Doritos’ brand awareness and preference among French Gen Z through the partnership with the French League of Legends (LFL), while staying true to the brand’s bold positioning.

Teaming up with LFL was an occasion to give the boost of boldness Doritos’ audience was waiting for to dare the next move, in-game or IRL.

First off, we activated well-known casters Chips and Tweaks to unveil Doritos as a new partner of the LFL through a creative and entertaining activation that helped legitimise Doritos’ entrance within the gaming sphere. Then, all along the competition, we kept the conversation going with broadcast-integrated assets developed from a graphic identity specific to the partnership and contextualised copywriting to maximise engagement from the audience.