The Romans has been tasked with the brand’s comms strategy and media relations across a variety of campaigns including the brand’s Loaded platform and key partnerships in the world of sport.
Doritos is a global snack brand that was introduced in the U.S. in 1966, where it became the first mass-market tortilla chip brand that grew into a multibillion-dollar product line. Known for iconic flavours like Nacho Cheese and regional variations around the world, it is one of the core parts of PepsiCo’s snacking portfolio.
The Romans’ work also includes the creation of global toolkits, with creative assets designed by their in-house production studio, Studio Romans – a team of designers, art directors, editors and creatives focused on generating attention-grabbing content across earned, paid and owned channels.
Indigo Le Fèvre, Managing Director at The Romans said: “Doritos has never shied away from being ‘For the Bold’, and neither do we. It’s a truly iconic brand in so many ways, and our global partnership is full of ambitious, creative work that brings all of our Romans’ markets together. We can’t wait to show you what’s coming around the corner.”
The win adds to The Romans’ client list, which includes such brands as Heineken, Lidl, OpenAI and Airbnb. The agency has more than 200 staff across London, New York, Amsterdam and Dubai and continues to be recognised as one of the industry’s most awarded agencies, including Global Agency of the Year accolades from Campaign and PRWeek.
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $92 billion in net revenue in 2024, driven by a product portfolio of some of the world’s most iconic brands.