Doritos: Doritos Rainbow

Dortios, a tortilla chip brand, increased purchase intent and positive brand sentiment in Brazil by launching rainbow Doritos during pride month and raising money for an organisation supporting at-risk LGBT people.

Campaign details

Brand: DoritosLead Agency: AlmapBBDORegion: LATAM

Strategy

Objective

Doritos is one of the world's best-known and best-loved snacks. And it's always been known for its youthful spirit, irreverence, and, most of all, its bold personality. The tagline says it all: "For The Bold".

But in Brazil, Doritos was showing signs of slowing down. While we talked about boldness and irreverence, our target, millennials, didn't seem to connect with the message. They'd become indifferent to it.

To turn things around, or at least slow down this negative trend, we had to strengthen the brand –...

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