The ‘For the Bold’ strategy will use crowd-sourcing initiatives across 37 countries, including the UK to highlight the brand’s focus on consumers ‘living for the moment’.
It launches next week (14 March) at the South by Southwest Music Conference where Doritos is hosting a battle of the band-style music competition. Fans will be asked to vote for their favourite via Twitter and the winner will open a concert headlined by LL Cool J, Public Enemy, Ice Cube and Doug E. Fresh later this year.
Activity will also include a TV spot called ‘Best Summer Job’ showing a young man making bold choices to win a Doritos-inspired joyride. It introduces the brand’s revamped logo and will be adapted to other markets later this year.
Doritos, which has a global market share of 39 per cent according to Euromonitor, says the revamp aims to repeat the success of the brand’s crowdsourcing efforts around the Super Bowl. The snack brand has been running adverts created by fans during the game’s ad breaks in recent years.
Ram Krishnan, vice president of marketing at PepsiCo division Frito-Lay adds: “The ‘For the Bold’ campaign is about bringing that very desire to life, joining our fans in their hunger for more and creating unforgettable memories and the boldest experiences possible along the way. We know that Doritos consumers live for the moment – they would do anything to break out of the norm of everyday life, to experience more and live more.”
The update shifts away from the Doritos previous approach, which used localised packaging and activations to build preference. PepsiCo has employed a similar strategy for some of its other brands over the last 12 months as it moves forward with plans to reset its business and boost marketing spend. Last year it united its Quaker brand under a a “healthy fuel’ positioning, while Pepsi has also sought to leverage its global scale with a more consistent strategy around music.