Doritos is debuting the brand’s first-ever unified international creative campaign and brand platform, “For the Bold in Everyone”, inspiring people to be triangles in a world of circles. The brand wants to encourage people to rethink their personal biases and embrace their own edges and passions.
“Doritos has always been synonymous with ‘bold,’ but we know it’s time to redefine and evolve it’s meaning to continue to drive relevance with new generations” says 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.”
Doritos’ new campaign will run throughout 2024 and is spearheaded by a global film about a grandmother who, at first glance, is getting her license renewed, but unexpectedly reveals she is a woman fulfils her dream of driving a Monster Truck.
The campaign in the UK also includes social and digital advertising, which features real stories from the UK and around the world, applauding those who embrace all their edges and passions. This includes Chloe Kelly, a female footballer who delivered a more powerful shot than any recorded in the top England men's football tournament; Pete & Bas – Britain’s oldest Grime MCs; Dan Mancina, a blind professional skateboarder and Colette Zacca, the “Dancing Granny” who took the 2019 Notting Hill Carnival by storm.
