Doritos Global Redesign
In 2018 the Pepsico team approached the team behind Heist to redesign the brand globally reposition the world’s second largest snack brand in the world, Doritos. A massive strategic challenge, the brand had headed in different directions in different countries resulting in the brands look and feel being increasingly fragmented.
A Strategic Challenge that was Challenging
Pepsico approached the team behind Heist to globally reposition the second biggest snack brand in the world Dorito’s.
A massive strategic challenge, the brand had headed in different directions in different markets and was looking increasingly fragmented
Gathering Insight - Living With The Lads
We started by getting under the skin of the core target market young lad, we wanted to know what really made them tick. So, we sent our team out to literally live with young men in Istanbul, Mexico City, Sydney, London, Dallas, Chicago, New York and Paris.
We hung out with them and their mates, played basketball, went clubbing, and witnessed what they did and said. We spoke about their dreams and aspirations and saw the world through their eyes. We used this insight to develop an innovative visual code map for how they saw the world - and we were able to find strong similarities in all global markets
For The Bold
This deep design thinking gave us the glue that held them together, from this we developed a fresh new global strategic positioning "For The Bold" that all markets were able to unify behind and launch.
We then developed the brand identity, the brand books, all global packaging and the communication briefs in conjunction with their agencies.
Global Brand Strategy, Insight Development, Brand Redesign, Brand Execution, Brand Guidelines.