If you’ve ever thought chip ads were only for teenagers with gaming headsets and bottomless metabolism, Doritos just flipped the script—and the age demographic. Their 2024 campaign “For the Bold in Everyone” brought something deliciously unexpected to the snack aisle: older adults front and centre, serving sass, swagger, and zero apologies.
Created by Goodby Silverstein & Partners, the campaign broke through the typical youth-drenched snack advertising mold by featuring characters over 55—living life loudly, boldly, and unapologetically. We’re talking retirees skateboarding through suburban streets, bingo nights that look like raves, and grandmas pulling pranks that would make a college bro blush.
And the best part? It didn’t feel like a gimmick. There was no “isn’t this adorable?” wink at the camera. It was confident, funny, and—ironically enough—refreshing.
In one standout spot, a silver-haired woman confidently storms into a corner store, grabs a bag of Doritos, and declares to a confused teenager, “You’re not the only bold one, sweetheart.” It’s simple, cheeky, and sets the tone perfectly. These aren’t your grandma’s chips… or maybe they are—and she’s not sharing.
Visually, the campaign leaned into high-contrast colors, quick cuts, and music choices that screamed rebellion. Think punk riffs, lowrider beats, or classic bangers remixed into something with a pulse. It felt like a Gen Z campaign written by—and for—their grandparents, and the juxtaposition gave it real staying power.
But what makes this campaign hit deeper is its underlying challenge to how we perceive aging. Doritos didn’t just expand their target audience; they actively reframed what boldness looks like. It’s not about youth—it’s about attitude. And that message connected. Online engagement from older consumers was unexpectedly strong, with #BoldAtAnyAge trending during the campaign’s launch week. Memes, dance challenges, and proud grandparent cameos rolled in fast.
Strategically, this was genius. Brands often ignore or caricature older audiences, despite their spending power and cultural presence. Doritos decided to do the opposite—and ended up earning respect across age groups in the process.
It’s also worth mentioning how well this campaign ties back to Doritos’ longtime positioning around boldness. From flaming flavors to explosive visuals, they’ve always leaned into extremes. But this time, the boldest move wasn’t loud—it was inclusive. And that’s what gave it bite.
“For the Bold in Everyone” didn’t just sell chips—it sold a mindset. One where bold doesn’t come with an age limit, and where crunching loudly in public is practically a power move.
Stay salty, stay spicy, and remember—boldness doesn’t come with an expiration date. — Julian Vega
