Campaign details

Brand: Doritos
Lead Agency: AlmapBBDO
Region: LATAM



Doritos is one of the world's best-known and best-loved snacks. And it's always been known for its youthful spirit, irreverence, and, most of all, its bold personality. The tagline says it all: "For The Bold".

But in Brazil, Doritos was showing signs of slowing down. While we talked about boldness and irreverence, our target, millennials, didn't seem to connect with the message. They'd become indifferent to it.

To turn things around, or at least slow down this negative trend, we had to strengthen the brand – and, above all, make it more "meaningful" for people.

So our main challenge was to update the meaning of "For the bold."

After talking to the target and engaging in social listening, we discovered that being bold wasn't connected to being radical, or adrenaline. It wasn't about running risks or eating spicy things.