Doritos just launched its first international brand platform, “For the Bold in Everyone,” which champions self-expression, defying stereotypes and leaning into your passions. But this time, the target isn’t primarily Gen Z. The star of this creative is a grandma fulfilling her dream of driving a Monster Truck.

“There was an opportunity to make the brand more relevant beyond Gen Z,” said Fernando Kahane, Head of Global Marketing for Doritos. “There are a lot of consumers [aged] 60-plus who love Doritos, in multiple markets. And for a long time we hadn't been talking with them. We were just talking to Gen Z.”

The campaign’s second goal is about leveraging the brand’s assets to connect with people and drive more meaning and relevance through storytelling. “How can we create a more cohesive brand, not only internationally, but also within the markets?” he said. And that process has resulted in shifting from a demographic approach to targeting to an “attitudinal” one.

Read the highlights of our conversation with Kahane, who delves into the brand’s segmentation strategy, how the campaign aims to drive local relevance, collaborating with creators, experiential marketing, and much more.

Meanwhile, Doritos is getting attention for its domestic efforts with its Dina & Mita Super Bowl commercial released prior to today’s big game. But not all news that breaks around this time of year is tied to football. Here are a few marketing strategies that tap into the cultural moment created by the Super Bowl while striving to innovate beyond mainstream news angles. Here’s how non-endemic brands have hitched their wagons to the event.

Lastly, we caught up with Discover CMO Jennifer Murillo to discuss the company’s latest commercial touting the brand’s human-centric customer service. how it fits into the overall marketing strategy, and why a pre-game spot was the right choice.

Until next week,

Kaylee Hultgren
Editor
Chief Marketer

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