Redefining what it means to be bold
brand strategy
DORITOS is a legendary brand that has stood for iconic expressions of bold over the last decade. Through celebrity-driven Super Bowl commercials and over-the-top storytelling and activations, the brand has a reputation for being loud and in-your-face.
THE PROBLEM
Despite its icon status, Doritos has been losing relevance
Like many US-dominant brands, it has historically been a challenge to unlock budget for market-specific strategy and creative thinking.
THE GS&P BRAND STRATEGY FRAMEWORK
THE AUDIENCE RESEARCH QUESTION
What does bold self-expression mean to Gen Z Canadians?
This question was given to third-party research powerhouse Nonfiction. They developed a list of stakeholders across the country who come from various ethnic backgrounds (typical to Canada’s multiculturalism). The stakeholders were also pursuing varying interests, projects, and careers that reflected their authentic self-expression.
Nonfiction generated the below report:
EVOLVING THE AUDIENCE MINDSET
The research revealed texture beyond the existing American Hyperlifer audience
REFRESHING THE BRAND STRATEGY
A new era of bold
THE FULL STRATEGY
Brand Playbook
