Hasta La Creative!

When consumers can connect instantly across international borders on social media, does it make sense for brands to keep separate identities in different countries?

Doritos doesn’t think so, which is why the brand is updating its packaging and logo to give a more consistent look across the 37 countries where the chips are sold. The redesigned bags started hitting stores this week and will be supported by Doritos’ first global campaign, called “For the Bold,” which is being handled by incumbent agency Goodby, Silverstein & Partners.

The global update is similar to strategies PepsiCo has undertaken on other brands, including its flagship Pepsi and Quaker products, as the marketer looks to leverage its massive international scale.

Continue reading at AdAge.com