June 22, 2024

KT Business

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Doritos’ first global brand platform revolves around self-expression

2 min read

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Dive Brief:

  • Doritos debuted its first unified international campaign and brand platform, “For the Bold in Everyone,” per details shared with Marketing Dive. The effort looks to inspire people to be bold and “be triangles in a world of circles.”
  • The campaign includes three spots created by Goodby Silverstein & Partners and a global film about a monster truck-driving grandmother. In the U.K., the effort includes social and digital advertising created by parent PepsiCo’s in-house creative agency, Sips & Bites. 
  • “For the Bold in Everyone” will run in the U.K. before launching in Australia and European markets, including Spain and the Netherlands in Q1. A rollout in Latin America and other key markets will occur throughout 2024.

Dive Insight:

Doritos’ “For the Bold in Everyone” markets the Frito-Lay snack to a global audience by encouraging consumers to rethink their personal biases, embrace their passions and express themselves. The effort looks to redefine and evolve the meaning of “bold” to drive relevance with new generations, according to Fernando Kahane, head of global marketing for Doritos.

“Today’s consumers want brands that believe in something. ‘For the Bold in Everyone’ aims to strike the right balance between having a point of view and delivering entertaining and humorous content that is true to the brand and the snack category as a whole,” Kahane said in a statement.

Self-expression has been frequently adopted as a theme by brands including Gap, Vans and 7-Eleven. Doritos will need to carefully balance having a point of view and delivering humorous content to avoid culture war pitfalls that have increasingly ensnared marketers. 

A 60-second hero spot revolves around a grandmother who drives her car and plays video game Forza Horizon 5 before she trades in her round glasses for triangle-shaped frames and becomes a monster truck driver. The spot’s tagline, “Be a triangle in a world of circles,” speaks to the motif of self-expression.

Three spots directed by BAFTA Award-winner Gary Freedman show the different sides of boldness, whether telling emotional and personal stories or supporting brand “renovations” or product launches.

The global push debuts in the U.K. with content created in-house that celebrates figures who embrace their “edges and passions.” Spokespeople include female footballer Chloe Kelly; Pete & Bas, Britain’s oldest grime MCs; blind pro skateboarder Dan Mancina; and “Dancing Granny” Colette Zacca. The campaign will then roll out across the globe throughout 2024.

In the U.S., Doritos will return to the Super Bowl with a commercial featuring actors Jenny Ortega and Danny Ramirez that highlights its relaunch of the Doritos Dinamita line. The product includes new spicy flavors and a new Dinamita Sticks variant.

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