Goodby, Silverstein & Partners is fashioning Doritos' first global campaign in coordination with the launch of new packaging and logo. A new spot for the PepsiCo brand will show a college-age valet on a Doritos-inspired joyride, with the new tagline "For the bold" translated into spots that will run in Mexico, the U.K., Canada, Spain and Turkey. "With the rise of social media and technology, our world is smaller and more connected than ever before. ... [W]e now provide a consistent storyline, and look and feel from the Doritos brand," said Ram Krishnan, vice president of marketing, PepsiCo's Frito-Lay North America.
Goodby goes global for Doritos as brand gets universal treatment