Doritos "Never Too Late" Campaign in Spain | Clapboard Ad Archive

Never too late

Description

Released in Spain in October 2021, the Doritos campaign "Day Of The Dead — Doritos [English subs] LGBT+ Día de Muertos," created by Slap Global, is a compelling film medium initiative within the confectionery and snacks industry that powerfully conveys the message "It's never too late." This animated short film is crafted to celebrate love and inclusivity, prominently featuring an LGBT+ couple against the culturally rich backdrop of Día de Muertos, blending tradition with modern storytelling to resonate emotionally with diverse audiences. The campaign strategically aligns with themes of acceptance and love conquering all, leveraging authentic cultural elements and contemporary social values to strengthen brand affinity and social relevance. The use of English subtitles ensures accessible communication beyond Spanish-speaking viewers, broadening its reach and impact. By incorporating hashtags such as #lgbtcouple, #lovewins, and #diadelosmuertos, the campaign taps into social media conversations, amplifying engagement and fostering an inclusive community dialogue around identity and celebration. Doritos positions itself as a progressive brand that embraces diversity and champions timely cultural narratives, making this campaign not only a celebration of tradition but also a forward-thinking embrace of equality and love. The non-monetized nature of the video underscores a commitment to authentic storytelling over commercial gain, further enhancing brand credibility. Through rich animation, thoughtful messaging, and a culturally significant theme, this campaign effectively deepens emotional connections with consumers, demonstrating that it is never too late to celebrate love and acceptance regardless of time or circumstance.

Credits

Client

Doritos

Agency

Slap Global

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Campaign Proposition

The Doritos “Never too late” campaign, launched in Spain in 2021, leverages cultural and social storytelling to deepen brand relevance beyond traditional snack positioning. Centered around the Day of the Dead—a significant cultural event in Hispanic communities—the campaign narratively aligns Doritos with themes of love, acceptance, and celebration, particularly spotlighting an LGBT+ couple. By framing the message “It’s never too late,” the brand conveys an emotional promise of inclusivity, second chances, and embracing one’s true self, thereby associating Doritos with progressive values and authentic human experiences. From a market strategy perspective, the campaign adopts a culturally resonant and socially conscious creative angle to engage a younger, values-driven demographic in Spain and beyond. It taps into the rising visibility and acceptance of LGBT+ themes, using narrative film as a medium to foster emotional connection rather than direct product focus. The decision to employ animation and storytelling linked to a culturally meaningful holiday allows Doritos to simultaneously honor tradition and promote contemporary social inclusivity. This approach strengthens brand affinity within a competitive snacks category by aligning Doritos with social progressiveness and emotional warmth, differentiating it in a crowded confectionery market. Overall, the campaign’s strategic use of cultural context and inclusive storytelling reflects a nuanced insight: that modern consumers seek brands that not only satisfy physical cravings but also resonate with their values and identity. Doritos positions itself as a brand that celebrates diversity and the timeless nature of love and acceptance, signaling that enjoying its product is part of a broader, more meaningful lifestyle choice.

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