Doritos KSA, in partnership with FP7 McCann Riyadh, has launched “Crunch the Norms, Long Live Triangles”, a campaign aimed at celebrating individuality and self-expression among Saudi youth.
The campaign, described by the brand as “a bold, Gen Z-led campaign that flips the script on conformity”, positions Doritos as a cultural ally for young Saudis.
The initiative uses the triangle symbol to represent courage, authenticity, and individuality, with the campaign inviting Gen Z to “embrace their edges, literally and figuratively.” According to Doritos, the campaign aims to challenge generational labels and encourage young Saudis to live boldly and unapologetically.
FP7 McCann Riyadh developed the campaign’s strategic and creative platform, focusing on breaking down outdated stereotypes and amplifying the passions and purpose of Saudi youth. The campaign is digital-first and integrated across OOH, social media, digital films, and on-ground experiences.
At the centre of the campaign are emerging Saudi voices, including influencer Ratana Mohammed, gamer Yazan Adel, and artist Razan Al Barq, each representing creativity and non-conformity.
Maram Muhandes, Marketing Manager – Middle East, PepsiCo, said: “Doritos has always been a bold brand, but this campaign takes it a step further by speaking directly to the cultural moment we’re in. Gen Z often faces unfair labels, lazy, disconnected, entitled, and we wanted to flip that narrative.”
Amr El Kalaawy, Regional Managing Director, FP7 McCann Riyadh & Bahrain, added that the campaign is the result of “a shared belief between us and Doritos, that brands today must do more than just advertise.”
“They must represent, reflect, and stand with the communities they speak to. Saudi Gen Z are redefining creativity, identity, and hustle, and it’s been a privilege for us to help give that a platform through work that is rooted in insight, purpose, and cultural truth.”
