Doritos Silent

Client: Doritos

86% of Gamers Snack whilst playing, and although they love Doritos (especially its crunch)…. Doritos and Gaming is not a match made in heaven.

Doritos created a hoax launch with a new product, Doritos Silent Snack, an innovation that removes Doritos’ Iconic Crunch noise for Gamers. We teased this with gamers via a seemingly impossible concept – “Doritos Silent” - a brand new, silent variant of Doritos. Launched like any new product across multiple markets. Doritos trained an AI model on over 5,000 Doritos crunches so it could recognize and cancel a Doritos crunch in real-time. Available for free to all PC gamers, it meant they could finally crunch down the mic without ending their gaming session.