Answer Question
What's with the trend on dropping a brand's name from ads? Does it work?
The Wall Street Journal ran a story about Doritos 'name dropping' i.e. removing the brand's name entirely from their ads like so:
Apparently the increasingly influential and numerous millenials like this! The story goes on to say that other big brands have done it too:
While Doritos isn’t permanently removing its logo from its advertising materials, the tactic is a nod to other brands that have garnered a lot of awareness and removed their brand name from their logos, including Starbucks and Mastercard.
Apparently, Doritos will also change their domain from Doritos.com to LogoGoesHere.com. This is madness, after spending billions of dollars and decades building up a brand!
Has this kind of thing demonstrably increased sales or brand awareness/positive receptivity???
And why should we be sucking up to these finicky millenials??
Lastly, here is a video of a Doritos ad without the name. Me thinks it is L-A-M-E!