Doritos' 'For The Bold' via VaynerMedia

By AdNews | 8 December 2023

Doritos Australia has launched a brand campaign with its iconic orange dust taking centre stage, showcasing those irresistible 'craveable' moments when Doritos fans say, “stuff the consequences”. 

To celebrate Doritos’ iconic dust, these moments have been depicted in a series of out-of-home, print, digital display, and social ads portraying relatable snacking scenarios where concern for Doritos dust-covered-fingers takes a back seat to joy. 

Photographer Jordan Kirk captures the essence of these unfiltered Doritos snacking experiences, including scenes such as a bride in her Doritos-dusted wedding dress, a young gent ready for his school formal with his Doritos-covered Boutonniere, a race day attendee with her Doritos-stained fascinator, and more.

Vandita Pandey, chief marketing officer for ANZ at PepsiCo said upon discovering that Doritos fans admit they snack on the triangular favourites in those moments when they shouldn’t but couldn’t resist, the company wanted to find a way which playfully celebrates and empowers those irresistible moments.

"Whether it’s your wedding day or school formal, Doritos is there for every occasion – no matter the consequences," said Pandey.

Yash Murthy, head of creative and consulting at VaynerMedia, said 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," said Murthy.

TRIO planning manager, Ellie Begg, said to be unapologetic through media, the media agency 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 hero-ing each individual creative in the right, unexpected environment," she said.



Brand: Doritos 

Senior Brand Manager: Kathryn Miller 

Marketing Manager: Sam O’Donnell 

Brand Director: Tracy Hardwick 

CMO: Vandita Pandey 

Communications Manager: Skye Oxenham 


Creative Agency: VaynerMedia 

Head of Australia: Amy Bradshaw Head of Creative and Consulting: Yash Murthy  

Head of Delivery APAC: Jonathan Gerard 

Strategy Director: Chrissie Malloch 

Business Director: Taryn Vernoy 

Senior Account Director: Elyssa Markle 

Senior Art Director: Miles Jackson 

Senior Art Director: Lehi Curtis 

Copywriter: Asela Marcelline 

Senior Strategist: Crystal Chen 

Post Creative Strategist: Vivien Bui 

Senior Project Manager: Clare Dyer 


Media Agency: TRIO (PHD Australia) 

Group Business Director: Jen Jones 

Group Investment Director: Ryan Ambrose 

Planning Director: Gilbert Lee 

Planning Manager: Ellie Begg 

Account Executive: Jessie Vu 

Account Coordinator: Tasnia Sheikh 


PR Agency: Mango Communications  

Managing Director: Tabitha Fairbairn  

General Manager: Angela McCann Account Director: Michael Rossiter

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus