Doritos Pride All Year 2023

For the 2023 Doritos Pride All Year campaign release throughout Latin America, Doritos wanted to show that thereʼs only one kind of future–a wholly inclusive one. By amplifying the voice, exposure, and platform of Pride, Doritos makes a statement that being your authentic self deserves to be celebrated, all year round. While this may be a brand story, itʼs also more importantly a global conversation. Thatʼs why when our Design Team was tasked with creating a new visual identity for Doritos Pride All Year, we knew we had to take the brand purpose to a new level.

Our first priority was to recruit a diverse alliance of individuals to advise on the project direction. The Design Team objective was to create designs that the everyday activist could easily identify as Pride-related. We created a variety of designs to emphasize the idea that everything and everyone is unique. By designing packaging with an array of colors and textures, we sought to connect with everyone who lives under the LGBTQ+ banner. Injecting a bright energy into the design allowed the core messaging to emanate: no one gets left in the dust.

This year, the elements of Doritos Pride All Year have been met with excitement. For Valentineʼs Day 2023, the digital campaign results included a 43% positive sentiment (based on 1521 comments), 31% of users responding to the the question of “what was the craziest thing they did for love” on social media, and 21% users tagged friends to further engage with the content. Doritosʼ long history of supporting LGBTQ+ people and causes through amplifying the voices of the community has continually helped to drive positive cultural shifts, and Doritos Pride All Year continues this trajectory.

When considering photography for the Doritos Pride All Year campaign, we sought to create a visual representation of how Doritos sees society. We did this by including lively, vibrant, and excited individuals reflecting the Doritos ethos - “to live boldly!” The illustration style reflected kinetic energy. This reimagining of brand identification reflects the changing cultures and how energized individuals are paving new roads. By not relying heavily on text, we were able to communicate via visual craftsmanship–a universal language–that lends itself to the maxim of expressing yourself without fear.