Doritos: ‘Be a triangle in a world of circles’

Doritos has revealed its international campaign titled ‘For the Bold in Everyone’.

People usually don’t reveal parts of themselves to fit in. The campaign aims to inspire people be to be bold, daring and break stereotypes in humorous ways.

It encourages people to rethink their personal biases and embrace their authenticity and passions.

The campaign includes three spots created by Goodby Silverstein & Partners and a global film featuring a grandmother driving a truck boldly.

In the U.K., the effort includes social and digital advertising created by parent PepsiCo’s in-house creative agency, Sips & Bites.

Fernando Kahane, Head of Global Marketing for Doritos, said: “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. 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 campaign makes its international premiere this year with fun spots created by Goodby Silverstein & Partners and directed by BAFTA Award-winning director Gary Freedman.

The commercials showcase how a single brand idea can be flexible, telling emotional and personal stories to support potential brand renovations or new product launches.

Margaret Johnson, CCO of Goodby Silverstein & Partners, said: “This campaign is a great example of how humour can help communicate a strong message in an accessible way without losing its essence; the campaign is intended to elevate the brand on an international level and give it an expanded perspective, one that introduces a new brand philosophy.”