written by
Oliver Dietrich
Oliver Dietrich
Oli‘s Creative Verdict

Campaign: Doritos Stax - Triangle Man

Campaign: Doritos Stax - Triangle Man

Each month Oliver Dietrich comments on, discusses and rates recent marketing campaigns and shares with us exactly what start-ups, new brands, old brands looking to rejuvenate and, for that matter, all brands utilising video content, can learn from them. Today’s topic: how the smallest decision can change everything.


Online, social media, TV (cutdown)


  1. Be open to human truths. These are the basis of the best campaigns.
  2. Use the power of imagination for your brand: tell stories that move and fascinate people - and that they remember.
  3. Never think that everything has already been said, everything has already been thought and everything has already been done.


The snack segment is hungry for novelty. Modern times demand speed, innovation and variety.
Doritos, the tortilla chips made from corn, have been around since 1966. A classic that has now been enhanced by a new shape and new packaging: the triangular Doritos Stax.


Plaudits and a big hello to the new Doritos Stax. With a story to remember: Gary, the Triangle Man.  


It is a meteoric rise to world star - spectacular and unique. And yet he has never forgotten where his inspiration came from and still comes from. The one moment in a shop when he made the right decision. All this perfectly realised, with exactly the right mixture of pathos, passion and life wisdom that a world star like Gary deserves. As his mother rightly says: Gary, I am so proud of you.

Hot or not?

Anyone who has ever stood in front of a store shelf, not being able to make up their mind about the smallest decision, now knows. Yes, my hesitation was justified. Take the time to do the right thing. Because even the smallest decisions can have immense effects on our lives. Even when it comes to something mundane like snacks. Don't believe it? Take a look at Triangle Man. Gary, you did everything right. And now you're the greatest. You, the triangle and Doritos Stax.