Failure Is Part of Life in Doritos Campaign

Doritos is once again reaching out to all Mexican and Latin American young people, developing a communication campaign whose main message is to normalise failed attempts as part of life.

This time, talking about this generation’s ghosts.

The usual fears that many boys and teenagers face every day; like failing an exam, becoming the target of jokes, make a fool of oneself in front of everyone, being rejected, and so many other concerns, that are part of this fresh narrative.

“Through #FailingIsForTheBold, Doritos aims at resignifying failure, stop seeing it as the end of an adventure but rather an important part of it. At Doritos we believe that bold people are not the ones who are not afraid but those who can face their own ghosts!” says Eduardo Córdoba, sr. marketing director at PepsiCo Foods Mexico.

Directed by Watta Fernández and produced by Rebolución Mexico, the campaign will air in Mexico and the entire Latin American region.

“Pursuing what you want, always implies a measure of risk, which is to fail. That’s why, we wanted to play up bold people who blow it big time. And still dare chase their dreams.

Last year, we recurred to chicken’s imaginary and today we are simply calling on some of their ghosts ”, stated Rodrigo Grau and Ariel Serkin founders and the agency’s CCO’s.