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
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
Credits
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