Doritos Australia has unveiled its latest brand campaign, 'For The Bold', a playful nod to the 'craveable' moments when fans can't resist the allure of the iconic snack, despite the inevitable orange dust aftermath.

The campaign, created by VaynerMedia Asia Pacific, TRIO (PHD Australia), and Mango Communications, targets Doritos' core audience, Gen Z, and includes a mix of out-of-home, print, digital display, and social ads. The campaign's ads depict scenarios such as a bride in a Doritos-dusted wedding dress and a race day attendee with a Doritos-stained fascinator, highlighting the irresistible nature of the snack in unexpected situations.

“Upon discovering our Doritos fans admit they snack on our triangular favourites in those moments when they shouldn’t but couldn’t resist, we wanted to find a way which playfully celebrates and empowers those irresistible moments," Chief Marketing Officer ANZ at PepsiCo, Vandita Pandey, said. "Whether it’s your wedding day or school formal, Doritos is there for every occasion – no matter the consequences.”

The campaign aims to be unapologetic in its execution, with a highly targeted approach to ensure each creative scenario is showcased in the right, unexpected environment, said TRIO Planning Manager, Ellie Begg.

“To be unapologetic through media, we had to ensure that the execution was handcrafted for each creative scenario. Through a highly targeted approach, we have been able to overlay contextual targeting to ensure we are reaching our consumers and heroing each individual creative in the right, unexpected environment,” she said.

For Head of Creative and Consulting at VaynerMedia Australia, Yash Murthy, Doritos dust was born to be a symbol of snacking defiance.

"Using social insights to take this tactile product attribute and turn into a provocative campaign to celebrate the product truth around its unique craveability, was as fun as it was a no-brainer,” he added.

The campaign will be launched in key locations including tram wraps, various out-of-home formats, print media, and impactful displays. Additionally, it will also be placed in unexpected places connected to the campaign snacking scenarios, such as retirement villages, dry cleaners, Sydney Opera House, antique stores, hospitals, dance studios, and bridal webpages, ensuring a broad reach and engagement.