Chickens Prove You Should Never Be Afraid of Failure in Doritos Campaign from Isla

Isla Mexico City and PepsiCo Mexico introduce the new Dorito’s campaign for the Mexican and Latin American markets.

Produced by production house Rebolucion and directed by Watta Fernández, 'Failing is for the Bold' understands and connects with a generation that is not afraid of failing and highlights the importance of going for it, whatever that may be, without the fear of stumbling along the way. Because the path might be full of challenges and hardships, but also experiences, self-discovery and learning.

The agency, Isla and the brand, Doritos’ were keen on developing a campaign that upholds the flag of courage and dismisses the pressure of failing. After all, aren’t those who dare to go after their dreams and fail more praise-worthy than those who never fail because are not brave enough to try?

“Failing has taken on a new meaning for Generation Z. Unlike their predecessors, they don’t see failure as something diametrically opposed to success, but rather like an experience and an opportunity to learn, improve, grow, and get one step closer to their goals. That’s why at Doritos we decided to evolve our concept of boldness and create a deeper connection with them, taking the role of an ally to young people, appreciating the value entailed in trying and encouraging them to go for it, without the fear of getting it wrong. For Doritos, Failing is for the Bold,” said Eduardo Córdoba, Doritos’ senior MKT director.

Agency partners, Rodrigo Grau and Ariel Serkin, stated: “Succeeding is not a pressure that only grown-ups experience, young people do too. So, we decided to reach out to them with a campaign that brings up a different point of view on failing; highlighting the braveness that requires to fail, in a world where challenges and obstacles are always around the corner. A world where there’s no choice but to get up and keep going.” 

The campaign will be active throughout the year in over 10 different markets.