"The ambition is to increase relevance between generations by adjusting and elevating what being bold means for society today. The brand has established a strong foundation on being a 'bold' snack having communicated 'for the bold' over the years. We have it as a distinctive asset," Fernando Kahane, Doritos global marketing head at PepsiCo, told Adweek.
"Through its research, the brand discovered that it needed to redefine what 'bold' meant to different demographics as it looked to grow beyond younger consumers while challenging traditional stereotypes. That will manifest moving forward with pairs of characters undertaking their non-stereotypical passions in future campaigns using humor, with the brand sourcing real stories around the world," the article states.
"Local activations of the campaign featuring consumers and their own passions will be produced, with the U.K. campaign aiming to champion a breadth of stories to applaud those who smash preconceptions," the article adds.
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