Doritos has unveiled ‘For the Bold in Everyone,’ its first-ever international marketing campaign and brand platform.
The activity is inspired by the notion that sometimes people hide parts of themselves to fit in. The brand wants to encourage people to rethink their personal biases and embrace their own edges and passions.
The campaign will run throughout 2024 and is spearheaded by a film about an old granny who, at first glance, is getting her driving licence renewed, but unexpectedly turns out to be a Monster Truck driver.
UK campaign activities also include social and digital advertising, and feature real stories of people who confound expectations. These include Chloe Kelly, a female footballer with a rocket shot; Pete & Bas, Britain’s oldest Grime MCs; Dan Mancina, a blind professional skateboarder; and ‘Dancing Granny’ Colette Zacca.
“Doritos has always been synonymous with ‘bold,’ but we know it’s time to redefine and evolve its 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.”
