Doritos is using humor as a vehicle to drive a culture that sees people embrace bold nonconformity and rethink their personal biases. Head of Global Marketing for Doritos, Fernando Kahane, shares more about the groundbreaking campaign.
How did Doritos come up with the theme, “For the Bold in Everyone”?
Doritos has always been synonymous with ‘bold,’ but we needed to redefine what it means to be truly “bold” today. If you’ve seen a Doritos ad before, you know that the brand’s historic definition of ‘boldness’ has mostly been about daring stunts and risk-taking, but as consumers expect more from brands today, we recognized an opportunity to stand for something more. “For the Bold in Everyone” maintains this same level of energy and humour while simultaneously bringing more meaning and purpose to the forefront. The platform is highlighting truly bold individuals while shattering stereotypes, encouraging people to rethink their personal biases and embrace their own edges and passions. Inspired by the human truth that sometimes we hide parts of ourselves to fit in, our first-ever unified international creative campaign and brand platform “For the Bold in Everyone’”ignites a world of bold self-expression.
What makes the campaign groundbreaking?
Traditionally, there is a serious tone as it relates to brand purpose, but we wanted to flip that on its head. We’re staying true to Doritos and embracing humor as the cornerstone of our campaign messaging. “For the Bold in Everyone” boldly showcases authentic examples of living boldly—whether it’s a grandmother with a passion for monster trucks or “senior” rappers, but it challenges people’s biases in a humorous, unexpected way. Our aim is to ignite a bolder society where individuals feel empowered to openly pursue their passions without fear of judgment.
How are you incorporating social and digital into the campaign?
Doritos’ “For the Bold in Everyone’”will roll out this year with digital ads showcasing real stories of real people, with each story embracing bold non-conformity tied to different preconceptions. Every participating market will be developing stories that follow the same thematic about “un-stereotyping” through passion points in an entertaining way.
The campaign includes social and digital advertising, created by Sips & Bites, PepsiCo’s in-house creative agency, which features real stories from the UK and around the world, applauding those who embrace all their edges and passions. The regional UK campaign will focus on local figures like Pete & Bas, Britain’s oldest Grime MCs, and Chloe Kelly, a female footballer who delivered a more powerful shot than any recorded in the top England men’s football tournament. The platforms on which this content will live varies significantly from market to market, allowing for high adaptability. For instance, in certain markets, we see greater penetration on platforms like TikTok while others primarily use Facebook, YouTube, or even WhatsApp, particularly in Brazil.
