Doritos gives its iconic triangle a spooky glow-up this Halloween with a nationwide OOH campaign created in collaboration with Akcelo. The brand experience and innovation agency helped Doritos transform Australia’s streets with bold, glowing shapes — turning the snack’s signature triangle into eerie Halloween icons that light up the night.
Triangles take over Halloween
Across bus shelters, billboards, and overpasses, the campaign reimagines the Doritos triangle as glowing Jack-o’-lanterns, vampire fangs, and bats — playful, spooky, and instantly recognizable.
With no taglines or additional copy, the visuals rely solely on the power of the brand’s shape to deliver impact and recognition. The minimalist approach lets the product’s silhouette tell the story — bright, bold, and unmistakably Doritos.
Crunch meets creativity
Kat Miller, Marketing Manager at Doritos, PepsiCo ANZ, explains: “Whilst Halloween is usually a time for sweet treats, we wanted to remind people that Doritos are also Halloween-worthy. This idea gives us an authentic way to earn attention and cultural currency during Halloween, putting the Doritos triangle at the heart of the occasion.”
The campaign embraces the brand’s playful tone while reinforcing Doritos’ place as a bold and culturally relevant snack — one that’s as much a part of the celebration as any costume or candy.
Owning Halloween through OOH
According to Aden Hepburn, CEO of Akcelo: “Doritos already owns bold, and we wanted to show just how far that iconic shape can go — by reimagining it as a playful symbol that completely owns Halloween. No tagline, just triangles lighting up the night.”
The striking visuals work especially well in outdoor environments, delivering maximum contrast and visibility after dark. This simple yet clever creative execution highlights how OOH and DOOH can turn a brand asset into an experience that dominates the streets.
Bold shapes, brighter nights
The campaign extends across high-traffic outdoor sites nationwide, supported by digital and social activations that encourage Australians to hand out something “triangle-shaped and terrifyingly tasty.”
Doritos once again proves that great OOH storytelling doesn’t always need words — sometimes, all it takes is a familiar shape and a creative glow to own the moment.
Final thoughts
With its glowing Halloween takeover, Doritos shows the power of simplicity, brand consistency, and smart outdoor media. By turning its triangle into a cultural icon, the brand creates a campaign that’s not only visually arresting but also perfectly in tune with the spirit of Halloween.
FAQs about this campaign
What is the Doritos Halloween campaign about?
It’s a nationwide OOH campaign in Australia that reimagines the Doritos triangle as glowing Halloween icons like bats, fangs, and Jack-o’-lanterns.
Who created the Doritos campaign?
The campaign was developed by the brand experience and innovation agency Akcelo in collaboration with Doritos, part of PepsiCo ANZ.
What makes this OOH campaign unique?
It uses no taglines or copy—just Doritos’ iconic triangle glowing in the dark, delivering instant recognition through simplicity and bold design.
Where was the campaign displayed?
Across high-traffic outdoor sites nationwide in Australia, including billboards, overpasses, and bus shelters designed to stand out at night.
What is the message behind Doritos’ Halloween campaign?
That bold creativity and strong brand identity can transform even a snack shape into a cultural icon, proving Doritos’ place in Halloween celebrations.
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