THE LEGION HANDBOOK

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IT ALL STARTED WITH A CRASH…Crash the Super Bowl, that is. In 2006, we had the big, bold idea to let Doritos fans create commercials for the chance to have their spots play during the Super Bowl. Thousands of crazy and awesome commercials later, the Doritos Crash the Super Bowl program became a staple of the big game. But for us, that was just the beginning. We wanted to ignite our fans’ passion for creating content all year long by giving them the chance to make everything from social posts to digital video content. So we started Legion of the Bold — a community of creative people just like you who want to help us tell our brand story (and win some cash too)! Now’s your chance to help us write the next chapter of our story. Let’s make it a bold one.

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FOR THE BOLD

WE’RE...

HOW WOULD WE DEFINE THE DORITOS BRAND IN JUST A FEW WORDS?

BOLD isn’t just about flavor.It’s an attitude. It’s the way you choose to live.It’s disrupting the status quo, believing in yourself, and never giving up. It’s about shaping the world to be what you want it to be.While some people might try to define boldness on their terms,we believe that there’s nothing bolder than being yourself.

Bold but not Aggressive Intense but not ExtremeIrreverent but not OffensiveEnergetic but not Hyper-activeConfident but not Arrogant

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This is our logo. Isn’t it beautiful? Please don’t mess with it.

NACHO CHEESE

SPICY SWEET CHILI

JACKED

COOL RANCH

TOASTED CORN

TACO FLAVOR

DINAMITA

SALSA VERDE

TAPATIO

BLAZE

SPICY NACHO

FLAMASDO

RIT

OS

FLA

VO

RS

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CHEESYSPICYTANGYCOOLZESTYSWEETBOLD

DO

’S A

ND

DO

N’T

S

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• Doritos branding is clear and visible within first 3 seconds

• Fits the brand narrative (see previous page)

• Visual appeal

• Appetite appeal

• Including children under 13 unless an adult is also present in the content

• Animals eating Doritos

• Showing images of people well outside our consumer age range

• References to illicit activities or drugs (Stop sending us your skinny-dipping pics! You know who you are.)

• Depicting weapons or dangerous activities

• Showing other brand logos

• Featuring other people’s/brand’s intellectual property

• Crinkled or illegible Doritos bag

• Featuring other food products besides Doritos

• Images of recognizable buildings, architecture and artwork

• Using unlicensed music or sound effects

While there aren’t hard and fast rules that determine which submissions we select, we do keep a few things in mind when we review them:

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WHO WE TALK TO

Doritos fans are disrupting the status quo. While many people call them Generation Z, we think that they’re defined by more than a letter. They grew up with technology, are pragmatic and believe success is earned, not given. They are future-focused, and build confidence by taking on new challenges and overcoming barriers. They might not have everything figured out yet, but that won’t stop them from changing the world for the better.

VIS

UA

L EL

EMEN

TS

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We love triangles ’cause they look like Doritos.

Sparks and light bursts. (How pretty!)

Textured, just like a Doritos chip.

Red is our favorite color. We also like long walks on the beach.

9?Who is eligible to participate? U.S. residents 18 years of age or older.

How many times can I submit to each challenge?You can submit up to 3 entries, but check each challenge’s rules for exceptions.

Can I edit my entries once I hit submit?You can edit your entries by viewing your idea and clicking “edit.”

How long does it take to get paid if I win a challenge?It’s different for each challenge, but you should hear from Young America (our fulfillment partner) within two weeks of hearing that you’ve won.

What if I have questions about one of the challenges?Shoot us an email at info@doritoslegionofthebold.com and we’ll be happy to help.

What do I do if I need a Doritos bag or asset for my submission? Email us at the address above. We usually provide assets at the bottom of the brief.

Can I use stock photos/music in my design?Yes! If your submission wins, then just let us know whatstock photo you used, and we will buy it. Our preferred musicvendor is APM Music.

How can I get the Doritos font?Because of our licensing, we can’t give out the font files. Butif you win, send us your layered files with live, un-outlinedtext, and we’ll replace your font with the Doritos font.

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