Gamers can now chew on Doritos as loudly as they want, as Doritos has introduced Doritos Silent, a new “crunch cancellation” software that leverages AI to eliminate the distracting sound of snacking while gaming. The software, which was created in partnership Smooth Technology, was trained on the sound of over 5,000 Doritos crunches, granting gamers the ability to continue enjoying what is apparently one of their favorite snacks without disrupting their fellow players’ performance. The software is available now as a free download for Windows PCs.
“The connection between Doritos fans and the gaming community is undeniable,” said Fernando Kahane, Global Marketing Head at PepsiCo. “Both boldly and unapologetically embrace their individual flavors. ‘Doritos Silent’ recognizes this bond and demonstrates the brand’s continued commitment to innovation and elevating the experience for gamers who choose Doritos.”
“Working with Doritos to create this cutting-edge technology has been an incredible journey,” said Dylan Fashbaugh, the lead developer at Smooth Technology. “We all know that gamers love Doritos, but that unmistakable crunch can often disrupt those intense gaming moments. With ‘Doritos Silent,’ we’ve worked to ensure gamers can enjoy the crunch of Doritos without disturbing their fellow players, making for a better gaming experience.”
Doritos Research Findings
- In the UK, 46 percent of gamers dislike the sound of other people eating.
- In Portugal and Spain, 68 and 64 percent of gamers respectively rank crisps or chips first when asked which food items create the worst noise while they’re gaming and the other person is eating.
- In the US, 30 percent say that other people crunching distracts them from playing well or impacts their performance.
Designed in partnership with Smooth Technology, a leader in electronic and interactive design, the groundbreaking new ‘crunch cancellation’ technology took six months to develop and involved the technical analysis of more than 5,000 different crunch sounds.
By expanding this new technology to all PC gamers, Doritos hopes its silence can benefit the 80 percent of millennials and Gen Z who classify themselves as gamers.
Doritos teased the idea of “making Doritos silent” with social media and out-of-home advertisements that featured Doritos chips in-place of noise-cancelling headphones in the UK, US, Spain, Poland, Brazil and Portugal promising that “you won’t hear it coming.”
Discussion (5 replies)
Join Discussion →That is so dumb... but people will mess with it on streams and their by market more Dorito's so I guess that's smart.
They should test it against NON doritos crunches.
Waitaminute waitaminute ... when did gamers change their favorite snack from Cheetos to Doritos? Oh man, I feel so far behind the times ...
I think it was around 7th-gen. All the kiddies and college bros seemed to gravitate towards Doritos and Mountain Dew around that time.
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I basically lived on Mountain Dew and Doritos when I was in my early 20's about 20 years ago. I lost 100lbs. doing that.
VERY impressive, and f*cking amazing!
In college I gained 19 pounds, and then in my 20s I gained another 20 pounds from eating out all the time while at work. In recent years I managed to get back down to my high school weight, which is in the low-to-mid 160s (I'm 5'9" by the way). Not by doing exercise, but by eating way less. It's not even a diet. I just don't feel like eating anywhere near as much as I used to. I basically eat two meals a day, every other day (well on the off days I will sometimes eat one meal).