PepsiCo’s Doritos KSA and Middle East Communications Network’s FP7 McCann Riyadh have launched a Gen Z-led campaign to position the brand as a cultural ally for Saudi youth.
Titled ‘Crunch the Norms, Long Live Triangles’, the campaign aims to reflect Gen Z’s qualities of individuality and self-expression, challenging the generation’s stereotypical labels of being lazy and entitled.
Therefore, the spot’s narrative showcases Doritos’ triangle as a symbol of courage and authenticity, breaking away from the ‘circles’ of conformity.
“Gen Z often faces unfair labels: lazy, disconnected, entitled – and we wanted to flip that narrative,” said Maram Muhandes, Marketing Manager – Middle East, PepsiCo.
“Doritos has always been a bold brand, but this campaign takes it a step further by speaking directly to the cultural moment we’re in,” added Muhandes.
The campaign invites Gen Z to embrace their edges, literally and figuratively. From visuals to voice, the campaign challenges generational labels and calls on young Saudis to live boldly, loudly, and unapologetically.
“This generation is creative, driven, and not afraid to own who they are. ‘Crunch The Norms’ is our way of celebrating that spirit, in a fun, expressive way that resonates across generations. After all, Doritos is for everyone, but it’s the bold who lead,” said Muhandes.
Amplifying this sentiment, FP7 McCann Riyadh crafted a digital-first, integrated campaign with local relevance – designed to ignite conversation, inspire expression, and position Doritos not just as a product, but as a brand that stands with youth.
“This campaign is the result of a shared belief between us and Doritos, that brands today must do more than just advertise. They must represent, reflect, and stand with the communities they speak to,” said Amr El Kalaawy, Regional Managing Director, FP7 McCann Riyadh and Bahrain.
“Saudi Gen Z are redefining creativity, identity, and hustle, and it’s been a privilege for us to help give that a platform through work that is rooted in insight, purpose, and cultural truth.”
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Execution spanned across OOH, social media, digital films, and on-ground experiences, building a full-funnel cultural movement. At the heart of the campaign was a diverse collective of emerging Saudi voices such as influencer Ratana Mohammed, gamer Yazan Adel and artist Razan Al Barq.
They each represent a different dimension of creativity and non-conformity, embodying the message of the triangle in their own authentic way.
“Gen Z isn’t waiting to be invited to the conversation, they’re driving it. With this campaign, we wanted to show them that Doritos sees them, hears them, and stands with them,” said Samer AlHussein, Business Director – FP7 McCann Riyadh. “From strategy to execution, every part of this work reflects the real voices and energy of Saudi youth.”
The collaboration aims to mark a significant expansion of FP7 McCann Riyadh’s relationship with PepsiCo, reinforcing the agency’s role in shaping the region’s FMCG narrative and deepening its influence within Saudi Arabia’s fast-evolving consumer landscape.
Credits:
Client: Doritos
Ibrahim Zein: Marketing Director
Maram Muhandes: Marketing Manager
AlJohara Aldakheel: Asst. Brand Manager
Creative Agency – FP7 McCann Riyadh
Amr El Kalaawy: Regional Managing Director
Samer Alhussein: Business Director
Alaa Ghazzi: Executive Creative Director
Nour Hamze: Associate Account Director
Zyad Farghal: Senior Art Director
Patrick Sawaya: Art Director
Roksar Kamal – Senior PR Manager
Yaqoub Hammad: Copywriter
Jessica Younes: Head of AV production
Elias Achkar: Senior Producer
Production – Craft
Lina Nasr: Head of Post Production
Chris Habbaki: Senior Editor
Sanya Sequeira: Post Producer
Vimal K Velayudhan: VFX Compositor
Vikram Ajay: Junior VFX Compositor
