Doritos Rolling Out New Logo, Packaging

Published in CSP Daily News

SXSW serves as launch for "For the Bold" campaign, supported by new global design

AUSTIN, Texas -- The Doritos #BoldStage at the recent South by Southwest (SXSW) Music Conference & Festival in Austin, Texas, served as the official launch of the brand's first-ever global design and marketing campaign, "For the Bold."

Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, is supporting the campaign with a new logo and updated packaging that it is rolling out globally, along with TV and digital advertising in conjunction with the music festival in mid-March.

U.K. ad agency Hornall Anderson created new designs around the snack brand's "ignite you" positioning, said a report by Food & Beverage News.

The designs, which include a new logo, are shown across packaging for all the Doritos markets including the U.K., United States and Mexico, said the report. The new branding uses flexible design elements that can be adjusted for each of Doritos' global markets, although the colors, product photography and the new logo will be used throughout.

"For the Bold" builds on the brand's heritage of putting control in the hands of Doritos fans and empowering them to live for now and do things differently, as seen through crowdsourcing opportunities such as Doritos Crash the Super Bowl, Unlock Xbox and the Doritos #BoldStage at SXSW.

The #BoldStage by Doritos, an official SXSW music venue, is a 62-foot-tall Doritos vending machine equipped with a four-story-tall LCD screen. It hosted performances by "music's next big talents" across genres ranging from hip hop to rock in a contest to see who would open for the evening's headliners: LL Cool J, Public Enemy, Ice Cube and Doug E. Fresh, with the winner being determined through fan engagement on Twitter.

Doritos tortilla chips is one of the billion-dollar brands that make up Plano, Texas-based Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo, which is based in Purchase, N.Y. PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Its main businesses are Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola.