PepsiCo Sips & Bites: Doritos Silent

Picture the scene: you’re just getting into a session playing your favourite game online when your shoot-em-up enjoyment is ruined by the sound of another gamer noisily crunching their Doritos right into your headphones.

Now, thanks to PepsiCo’s in-house agency Sips & Bites, gamers need no longer be disturbed by inconsiderate munching. Deploying the power of AI, Sips & Bites have created Doritos Silent’ – powered by next-level ‘crunch cancellation’ software. Gamers just need to download the application (for WindowsPC users) from the Doritos Silent website and it will ingeniously filter out Doritos crunching in real time.

Doritos collaborated with software developers, Smooth Technology, to create the app. Taking half a year to develop, the process involved the technical analysis of more than 5,000 thousand different Doritos crunch sounds to create a database. From these recordings, Doritos Crunch Cancellation technology then utilises AI learning audio driver technology to allow gamers to enjoy their Doritos without interrupting their playing experience.

Matt Watson, Executive Creative Director for Sips & Bites, at PepsiCo, says “What we loved is how the concept is so intriguing to people; how on earth can you silence the iconic crunch of a Doritos? It’s this immediate curiosity that was the spark behind our big idea as we teased a new Doritos Silent “product”.  People immediately asked “what?” and “how?” and the disruptive image of an actual Dorito in an ear escalated the buzz, before we revealed it to be the world’s first AI Augmented Silent Snack. By silencing one of our biggest assets, we made it even louder.”

Agency: Sips & Bites @ Pepsico

Nancy Croix – Managing Director – Sips & Bites / PepsiCo

Matt Watson – Executive Creative Director – Sips & Bites / PepsiCo

Chris Lovell – Senior Creative – Sips & Bites / PepsiCo

Jon Beach – Senior Creative – Sips & Bites / PepsiCo

Tom McMahon – Senior Creative – Sips & Bites / PepsiCo

Alex Milic – Senior Creative – Sips & Bites / PepsiCo

Carmen DeWitt – Executive Producer – Sips & Bites / PepsiCo

Keir Simons – Business Director – Sips & Bites / PepsiCo

Jo Delaney – Strategy Director – Sips & Bites / PepsiCo

Ade Hopkins – Designer – Sips & Bites / PepsiCo

Client: Doritos @ PepsiCo

Fiona Tomlin – Chief Marketing Officer

Lee-Teng Houston – Marketing Director

Karina Stoltz – Senior Brand Manager

Harry Drakes – Total Connections Planning Lead

Aleks Sikorska- Total Connections Planning Manager

Marina Felippe – Insights Manager

Director: Josh Cohen @josh_cohen

Director of Photography: Pieter Snyman @pieter_filmstills

Production Company: OB42 @ob42.uk

Executive Producer: Sam Holmes @kvlto

Producer: Jack Bradley @jack.bradley

Line Producer: Marija Djikic @marija.djikic

Casting Director : Emma Garrett CDG @emmagarrettcasting

Casting Associate : Anna Lydon @annalydon

Production Manager: Wojciech Czarkowski @voi.tek

Service Production Company: Shishmish Films @shishmish.films

Local Producer: Vladimir Dudar @mattanko

Local Production Assistant: Marija Kalanj @kalanjeva

1st Assistant Director: Rados Vucic

Production Designer: Goran Joksimovic @yoxatt

Art Director: Tijana Joksimovic

Costume Designer: Jelena Djordjevic @niobida

MU Artist: Marija Stosic @marijastosicmua

Hair Stylist: Zvezdana @zvezdanahair

Gaffer: Dragan Sapic @sapalights_rental

Key Grip: Nikola Bojic @bojkee86

Sound: Nikola Radivojevic @nikolaradivojevic

SFX: Danilo Dudic

Editor: Chris Walker @chriswalker.tv

Edit house: MSE @mes.tv

VFX: Harry Davidson @davidsonhrj

Design and animation: Dexter George @dextergeorge

Grade: Tim Smith @timotheous

Grade producer: Charlie Morris @charlesedmorris

Grade company: No.8 @no8colour

Sound Design: Jake Ashewell @jake.ashwell

Post-Sound House: 750 MPH @750_mph

Music composer: Joe Davies

DORITOS CREDIT LIST – LILLIE EIGER

Production Company: OB42 @ob42.uk

EP: Sam Holmes @kvlto & Marija Djikic @marija.djikic

Director: Lillie Eiger @lillieeiger

Producer: Wojciech Czarkowski @voi.tek

Director of Photography: Strahinja Pavlovic @cine_strahinja

Lighting Assistant: Richard Bartram @richbartram

Cast: Iva Kosovac & Cheriti Nwangi

Agency: Pepsico

Executive Creative Director: Matthew Watson

Art Director: Chris Lovell

Copywriter: Jonathan Beach

Agency Producer: Carmen De Witt

Account Director: Keir Simons

Casting Director : Emma Garrett CDG @emmagarrettcasting

Casting Associate : Anna Lydon @annalydon

Service Production Company: Shishmish Films @shishmish.films

Local Producer: Vladimir Dudar @mattanko

Local Production Assistant: Marija Kalanj @kalanjeva

1st Assistant Director: Rados Vucic

2nd Assistant Director: Masa Miljkovic

Digi Op: Nenad Aksic @nenadaksic

Production Designer: Goran Joksimovic @yoxatt

Art Director: Tijana Joksimovic

Food Stylist: Dejan Sutanovac @food_stylist_dejan_sutanovac

Costume Designer: Jelena Djordjevic @niobida

MU Artist: Marija Stosic @marijastosicmua

Hair Stylist: Zvezdana @zvezdanahair

Grip: Marko Deljanin @deljanin_marko

Spark: Nikolic Nemanja

Editor: Rebecca Spaven @beccaspaven

Edit House: Marshall Street Editors @mse.tv

VFX: Harry Davidson @davidsonhrj

Grade: Tim Smith @timotheous

Grade Producer: Charlie Morris @charlesedmorris

Grade House: No.8 @no8colour

Sound Design: Jake Ashewell @jake.ashwell

Post-Sound House: 750 MPH @750_mph