When consumers can connect instantly across international borders on social media, does it make sense for brands to keep separate identities in different countries?
Doritos doesn't think so, which is why the brand is updating its packaging and logo to give a more consistent look across the 37 countries where the chips are sold. The redesigned bags started hitting stores this week and will be supported by Doritos' first global campaign, called "For the Bold," which is being handled by incumbent agency Goodby, Silverstein & Partners.
The global update is similar to strategies PepsiCo has undertaken on other brands, including its flagship Pepsi and Quaker products, as the marketer looks to leverage its massive international scale.
The Doritos effort will include digital and a TV spot called "Best Summer Job," the story of a "college-aged valet making bold choices which lead to an epic joyride, inspired by Doritos chips," Ram Krishnan, VP-marketing for PepsiCo's Frito-Lay North America, said in an email. The ad will air on cable networks in the U.S. beginning in mid-March and similarly themed commercials will be adapted for markets including Mexico, UK, Canada, Spain and Turkey," Mr. Krishnan said.
The campaign will also get a major push next week at the South by Southwest Music Conference and Festival in Austin, Texas.
Doritos is the world's largest tortilla/corn-chip brand, with 39% market share, according to Euromonitor International. But historically the brand has had a different look and feel across the globe. Before the new design, 25 packaging variations existed.
"With the rise of social media and technology, our world is smaller and more connected than ever before," Mr. Krishnan said. "We have found that our consumers across the world share very similar passions and interests, but until now may not have had a consistent way of speaking about the Doritos brand." The campaign "is our way of connecting these fans worldwide, as we now provide a consistent storyline, and look and feel from the Doritos brand."
The update follows a move last year by the PepsiCo-owned Quaker brand, which began revamping packaging to give it a more consistent look across markets, while launching a new global identity that positions the oatmeal as "healthy fuel." PepsiCo's flagship Pepsi brand has also sought to leverage its global scale with more consistent brand positioning.
At South by Southwest, Doritos will sponsor a band battle in which three music acts will compete to open for open for an evening concert headlined by LL Cool J, Public Enemy, Ice Cube and Doug E. Fresh. Fans will be asked to vote for the opening act via Twitter. The event, held on a 62-foot "vending machine" stage, will be streamed on the Doritos Facebook page.