Doritos is a brand loved by teens & young adults across Mexico, as the brand has been consistently nourishing the connection with them through relevant messages anchored in shared values, under the communicational platform “Failure is for the Brave”. As Doritos continues its journey to further empathize and connect with Centennials, it was critical to provide a message that would profoundly resonate with and inspire them to unleash the BOLD within.

Centennials are known as the most daring generation to date, always marching to the beat of their own drum. However, given the traditional context in Mexico, most of them are still restrained from BOLD and adventurous experiences, given a paralyzing fear of failing and being judged by their close social circles. The creative idea was directed at trying to relieve and reframe this truthful burden, making failure as part of the journey rather than its end.

Who hasn’t felt fear of failing when facing a new challenge? This film portrays different Centennials just about to go after what they want: a musical performance, a romantic first kiss, a first live stream… situations that go from following their true callings, to merely getting a new hairstyle, which represent the wide spectrum of the coming-of-age fears. However, before taking the leap, our characters are seen as chickens, as a visual gimmick for the audience to better sense their fears.

In the end, all of them go for it…and fail. Regardless, far from being crushed by this failure, they end up laughing about it and moving on. Because, as our VO tells us, they understand that “Worse than failing, is to have never tried”. The endcap reads the brand’s creative claim: “Failing is for the Brave”.

Through “Failure is for the Brave”, Doritos reframes failure as something not to be afraid of, but rather to be embraced. It is through failure that we learn and grow, and far from the negative connotations, it should be a fun and lighthearted experience which is an inherent part of every journey.

The campaign launched on March 2023 showed excellent preliminary results:

Impact: 845.892.716

Reach: 51.144.500

Engagement: 3.67%

Views: 76.646.742

VTR: 47% (+8pp vs brand’s average)