Embracing Boldness: Doritos' Global Campaign for Self-Expression

The Vision of 'For the Bold in Everyone'

Doritos, the iconic Frito-Lay snack brand, has unveiled its first-ever unified international campaign, 'For the Bold in Everyone,' marking a significant step in the brand's global marketing strategy. This innovative effort aims to inspire individuals to be bold and embrace their passions, challenging them to 'be triangles in a world of circles.'

Redefining Boldness and Self-Expression

The 'For the Bold in Everyone' campaign seeks to redefine and evolve the concept of 'boldness' by encouraging consumers to rethink their personal biases, embrace their passions, and express themselves authentically. Fernando Kahane, the head of global marketing for Doritos, emphasizes the importance of brands standing for something, stating, 'Today's consumers want brands that believe in something.' The campaign aims to strike a balance between having a point of view and delivering entertaining and humorous content that resonates with the brand's identity and the snack category as a whole.

Celebrating Diversity and Personal Triumphs

The global campaign features compelling stories of individuals who have embraced their 'edges and passions,' celebrating their unique journeys and triumphs. From a grandmother who transforms into a monster truck driver to figures like female footballer Chloe Kelly, Britains oldest grime MCs Pete & Bas, blind pro skateboarder Dan Mancina, and 'Dancing Granny' Colette Zacca, the campaign showcases a diverse array of personalities who embody the spirit of self-expression and boldness. The campaign's tagline, 'Be a triangle in a world of circles,' encapsulates the motif of self-expression and individuality, resonating with audiences worldwide.