Doritos is debuting the brand’s first unified international creative campaign and brand platform, ‘For the Bold in Everyone’, aimed at redefining the meaning of “bold” and inspiring people to be “triangles in a world of circles”.
A call to shatter stereotypes in unexpected and humorous ways, the new platform is said to be inspired by the universal human truth that sometimes people hide parts of themselves to fit in. The brand stated that it 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” said 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.”
The 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 who defies societal preconceptions and 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”.
As well as running in the UK, the campaign will launch in Australia and other European markets such as Spain and the Netherlands in Q1, with roll-out plans across Latin America and other key international markets throughout 2024.
NAM Implications:
- A courageous move in creativity…
- Combined with a global cross-culture application.
- This one will be watched by rivals and others…
