Doritos Celebrates Big 5-0 with Bold 50 Push

Bold 50 is an invitation to consumers to participate in the challenge of breaking 50 records with Doritos chips throughout the year

Doritos, a flagship brand of PepsiCo’s Frito-Lay division, has unveiled a new campaign inviting the toughest fans to set 50 bold records throughout 2016. On the heels of the final installment of its Crash the Super Bowl advertising push, the snack giant has once again put control in the hands of consumers.

A year-long programme created in conjunction with the marque’s fiftieth anniversary, Bold 50 aims to put forward the invitation to consumers to participate in the aforementioned challenge. The first record was set on 7 February 2015, coinciding with the Big Game, with the ‘Tallest Suspended Football Party’.

Twenty-two people were suspended by a crane at more than 13 storeys above the ground, at precisely 137 feet, while treated to an unforgettable view of the iconic Levi’s Stadium. The overall exercise continues the brand’s legacy of empowering fans to seize the moment and live boldly.

The said heritage includes everything from letting fans create its television commercials to controlling the Doritos Bold Stage at SXSW with only their Tweets. The above example is the first to be set throughout 2016. All records will be verified by RecordSetter.com, the Las Vegas-based world record organisation.

Other potential records which could be broken include the highest location to eat Doritos chips (taking Doritos to new heights around the globe), tallest house of cards built using Doritos (a Doritos pyramid construction), and farthest Doritos chips tossed in mouth (distance of throw will be measured).

“Doritos fans have a thirst to experience life to the fullest. We recruited the boldest of the bold to make their mark in history. Their world record kicks off Bold 50, a continuation of the Doritos for the Bold campaign launched in 2013,” said Jeannie Cho, Vice President of Frito-Lay Marketing.