Check Out The New Doritos Global Packaging Design

When consumers can connect instantly across international borders on social media, does it make sense, from a shopper marketing standpoint, 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 ad agency Goodby, Silverstein & Partners.

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. Moving forward, there will be only one.

Simplify, simplify, simplify: one of the main creative imperatives of our Charlotte marketing agency.



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