Doritos isn’t just a tortilla chip. It’s the snack for the bold. Its flavors ignite adventure and inspire action. The brand glorifies those who discover their audacity, who are brave enough to live their lives to the fullest. With every crunch, Doritos aims to redefine culture and support those who are boldly themselves.
While gaming is an important part of culture, it is also an important moment of consumption for salty snacks. That’s why, in Romania, one of Doritos' long term goals is to be considered the default snacking companion while gaming.
In July 2020, Doritos launched “3 Doritos Later”, a global campaign that focuses on the Doritos effect. Doritos is the “bold factor” and eating it is the trigger to be yourself and do the most daring things you can imagine. The internationally adapted TVC, that was really successful, dramatizes the very moment when, after consuming Doritos, the characters feel bolder and bolder and start to do increasingly silly, audacious things.