Doritos campaign assets are product superiority focused but we don’t want the brand signature to be perceived as only related to a consumption moment. The activation should ensure to convey the spirit and the essence of “For the Bold in everyone”in the most immediate yet unconventional way.

Finding boldness inside yourself is often not something easy…But there are some people who deal with it, learned how to master it and even became true symbols. To create an immediate association between DORITOS and BOLDNESS for French Gen Z, we decided to enter a territory none of our competitors have been before.

To celebrate both boldness and summer, Doritos teamed up with Riding Zone, 3 athletes & Frenzy WaterParker to organize an acrobatic diving competition. The goal? To execute the most impressive dive and land within the triangle buoys specially designed for the occasion.