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While Doritos’ positioning was appealing to a broad audience base, the brand was losing relevance with their target younger 16-34 audience. They were looking for a punchy new direction that was going to ignite the brand: say hello to ‘For The Bold’. ‘For The Bold’ is positioned to inspire the public to behave bolder by embracing the unplanned and living in the moment, the result of which will lead to legendary times with your mates!

We partnered with the LADbible and sent their employees a series of challenges that would bring out their ‘inner bold’. These challenges ranged from a spontaneous 12-hour holiday to Ibiza to sending them some paintball guns during their lunch break. These summer challenges played out live across social media and saw a hugely engaged audience following every challenge.

The resulting sentiment, engagement and sales proved that Doritos had successfully delivered content that was everything a millennial audience wanted to see; exciting, outrageous, original, and most of all, BOLD.