Doritos’ ‘For The Bold’ campaign turned heads at Melbourne Wedding Expo with Dorito-dusted dress

Doritos ForTheBold campaign at Melbourne Wedding Expo

“Doritos is all about embracing boldness and living unapologetically.”

Doritos brought its recent out of home (OOH) ad campaign, “For The Bold,” to life at the Melbourne Wedding & Bride Expo via creative agency VaynerMedia.

The brand’s “For the Bold” ad series revolves around Doritos enthusiasts giving into the temptation of their favourite snack in different situations, in this case a bride in her Doritos-dusted wedding dress.

The brand’s decision to leverage the Wedding & Bride Expo expo aligns with the recent statistic that 75% of the country confesses to succumbing to the irresistibility of Doritos when they shouldn’t.

Doritos inserted itself into event by hijacking the catwalk, with a model strutting down in a bridal gown covered in Doritos orange dust. The disruptive activation also included an expo setup with Doritos-themed wedding elements including bouquets, table florals, and a full bridal party.

Doritos dust covered bridal dress. Part of Doritos' "For The Bold" campaign at Melbourne Wedding & Bride Expo via VaynerMedia

Doritos dust covered bridal dress. Part of Doritos’ “For The Bold” campaign at Melbourne Wedding & Bride Expo via VaynerMedia

In a further effort to emphasise the irresistibility of their product, Doritos provided attendees with their signature orange chips amid the pristine setting, resulting in orange fingerprints spread throughout the venue.

PepsiCo’s chief marketing officer Australia and New Zealand, Vandita Pandey, commented on the thinking behind the campaign, stating, “We wanted to bring our bold ad campaign to life in a way that resonates and engages our fans in the real world – whilst putting the irresistibility of Doritos to the test.  

“What better way to showcase the consequences of irresistible snacking moments than hijacking a prestigious wedding expo with our iconic orange dust? Doritos is all about embracing boldness and living unapologetically, and this event perfectly embodies that spirit.”

See also: Mountain Dew, VaynerMedia & Golin debut origin story trailer dispelling fan myths

Brand: Doritos 
Senior brand manager: Kathryn Miller 
Marketing manager: Sam O’Donnell 
Brand director: Tracy Hardwick 
Chief marketing officer: Vandita Pandey 
Communications manager: Skye Oxenham 

 Creative Agency: VaynerMedia 
Head of Australia: Amy Bradshaw 
Head of creative and Consulting: Yash Murthy  
Head of delivery Asia Pacific: 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  

Media Agency (Activation Strategy & Execution): DRUM  
Director of projects and operations: Erin Fletcher 
Executive producer: Kimm McTavish 
Senior account manager: David Milligan
Digital designer: Matt David 
Junior producer: Emily Meades

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