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,
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