Doritos, the PepsiCo snacking brand, returning to TV screens today (Monday, March 21) with a new advert that builds on its “bold” global positioning. Since launching the new ‘For the Bold’ positioning in 2015, the new campaign has attracted an additional one million households across the UK [Kantar Worldpanel] and helped the brand see a 14% uplift in unit sales [Nielsen Scantrack 52we 26/12/15].
The new ad aims to encourage young adult shoppers “to embrace spontaneity and be ‘bold”. PepsiCo says Doritos has seen a 46% increase of adults under 28 buying into the brand in the last year [Kantar Worldpanel 52we 31/01/16], demonstrating the effect of the new brand positioning.
Doritos’ latest TV creative sees three young men land at the airport as they start their holiday; Andy Hawkswell, Doritos senior brand manager, comments: “We’re thrilled to be launching the newest instalment in the Doritos ‘For the Bold’ campaign, especially given how effective the new positioning has been for the brand over the past year. This new advert celebrates the adoption of bold behaviour by dramatizing that just one bold decision can spark the very best of times with your mates. There are further exciting plans in place for the rest of 2016 which we’re confident can help drive further sales for retailers and the snacking segment.”
The new TV ad will run for seven weeks and will be supported with a digital campaign.