Campaign concept for Doritos / 24-hour pitch / AMVBBDO Berlin

The brief: make Doritos bold again.

Our insight came from the Dutch language. In Dutch, there’s no sugarcoating how good something tastes. You don’t say “this is exquisite.” You just say “teringlekker.” Blunt, unapologetic, and completely to the point. That’s the kind of boldness Doritos stands for.

So we took that energy and spread it across the world.

Every bag in the campaign teaches you how to say “fucking delicious” in another language, using English phonetics. Say SAW-YEAH-FLAW-GOT out loud and you’re saying “fucking delicious” in perfect Swedish. TEAR-RING-LACK-CARE is “teringlekker” spelled out for English speakers. Pick up any bag in any country and you walk away knowing how to say it like a local.

The mechanic scales globally. Every market where Doritos is sold can have its own version, which means the campaign is both worldwide and deeply rooted in local language and culture. The packaging does all the talking. No media budget needed to explain it. You get the joke the moment you read it out loud.

Developed during a 24-hour student pitch in Berlin, briefed by AMVBBDO. Designs by Donja van der Stelt and Thomas van Driel.