DORITOS

The Challenge.

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Doritos wanted to energise its global presence and connect with a new generation, but its brand had become disjointed across markets, with inconsistent expression and little resonance with its core audience. We were briefed to create a harmonised brand system that could flex globally while staying relevant locally. Most importantly, it had to feel like it belonged in young people’s worlds.

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Our Approach.

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We travelled to eight countries, meeting the target audience in their own contexts. Through immersive workshops and visual research, we decoded their cultural cues, graphic preferences and behaviours. The brand strategy – “Ignite You, We want to light the fire in the bellies of those who want to push limits” – captured a sense of personal energy, optimism and irreverence. We built a system where the Doritos triangle became both a flavour cue and a dynamic play icon, encouraging people to press play on life. The packaging was just the final piece of the puzzle, with insight and strategy work making up the bulk of the project. 

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The Impact.

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A unifying, adaptable brand world that resonated from Mexico to the Middle East. Visual flavour cues improved accessibility, especially in regions with lower literacy rates. With no product changes, Doritos still saw a +6% global sales uplift – PepsiCo’s most successful global launch to date.