“For the Bold in Everyone”: Doritos Launches its First-Ever Brand Platform

Doritos has introduced its first-ever unified global creative campaign and brand platform “For the Bold in Everyone”. It redefines the meaning of boldness and inspires people to be “triangles in a world of circles”.

Fernando Kahane, Head of Global Marketing for Doritos, said the brand 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. Today’s consumers want brands that believe in something. Doritos ‘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 with fun spots, created by Goodby Silverstein & Partners, makes its international premiere this year. It’s directed by BAFTA Award-winning director Gary Freedman who describes the work as funny, cinematic, absurd, and soulful. It celebrates the unique flavor and iconic crunch of Doritos.

Margaret Johnson, CCO of Goodby Silverstein & Partners, highlighted the campaign as a great example of how humor 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.”

“For the Bold in Everyone” is a key priority for the future of the brand. The campaign will launch in Australia and other European markets – Spain and the Netherlands in Q1, and roll out across Latin America and other key international markets throughout 2024.

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Nandika Chand