“Crunch the Norms, Long Live Triangles” celebrates individuality, creative expression, and cultural edge.

Riyadh, Saudi Arabia – 24th November 2025 I  FP7 McCann Riyadh – part of Middle East Communications Network (MCN), has partnered with Doritos KSA, one of PepsiCo’s most iconic and culturally expressive brands, to launch “Crunch the Norms, Long Live Triangles” – a bold, Gen Z-led campaign that flips the script on conformity, championing individuality, self-expression, and the power of embracing what sets you apart in a world that often pressures you to blend in.

Rooted in purpose beyond flavour, the campaign positions Doritos as a cultural ally for Saudi youth, celebrating those who challenge conventions and refuse to fit into the “circles” of conformity. Through the triangle, Doritos becomes a symbol of individuality, courage, and authenticity, empowering a generation often misunderstood, yet powerfully reshaping Saudi society through self-expression, identity, and creative hustle. 

“Crunch the Norms, Long Live Triangles” invites Gen Z to embrace their edges, literally and figuratively. From visuals to voice, the campaign challenges generational labels and calls on young Saudis to live boldly, loudly, and unapologetically. It’s a cultural statement wrapped in the fun and boldness that defines Doritos.

Amplifying this sentiment, FP7 McCann Riyadh led the development of the campaign’s strategic and creative platform, defining a narrative space that breaks down outdated stereotypes and amplifies the passions, purpose, and edge of Saudi youth. The agency translated this thinking into a digital-first, integrated campaign with local relevance – designed to ignite conversation, inspire expression, and position Doritos not just as a product, but as a brand that stands with youth.

Execution spanned across OOH, social media, digital films, and on-ground experiences, building a full-funnel cultural movement. At the heart of the campaign was a diverse collective of emerging Saudi voices: Ratana Mohammed – The Influencer, Yazan Adel – The Gamer and Razan Al Barq – The Artist – each representing a different dimension of creativity and non-conformity, embodying the message of the triangle in their own authentic way.

Maram Muhandes, Marketing Manager – Middle East, PepsiCo, said:
“Doritos has always been a bold brand, but this campaign takes it a step further by speaking directly to the cultural moment we’re in. Gen Z often faces unfair labels, lazy, disconnected, entitled, and we wanted to flip that narrative. This generation is creative, driven, and not afraid to own who they are. ‘Crunch the Norms’ is our way of celebrating that spirit, in a fun, expressive way that resonates across generations. After all, Doritos is for everyone, but it’s the bold who lead.” 

Amr El Kalaawy, Regional Managing Director, FP7 McCann Riyadh & Bahrain, added:
“This campaign is the result of a shared belief between us and Doritos, that brands today must do more than just advertise. They must represent, reflect, and stand with the communities they speak to. Saudi Gen Z are redefining creativity, identity, and hustle, and it’s been a privilege for us to help give that a platform through work that is rooted in insight, purpose, and cultural truth.”

Samer AlHussein, Business Director – FP7 McCann Riyadh commented:
“Gen Z isn’t waiting to be invited to the conversation, they’re driving it. With this campaign, we wanted to show them that Doritos sees them, hears them, and stands with them. From strategy to execution, every part of this work reflects the real voices and energy of Saudi youth.”

The collaboration marks a significant expansion of FP7 McCann Riyadh’s enduring relationship with PepsiCo, reinforcing the agency’s strategic role in shaping the region’s FMCG narrative and deepening its influence within Saudi Arabia’s fast-evolving consumer landscape.

–ENDS–

For media and PR inquiries, please reach out to:

Roksar Kamal, Senior PR Manager

Email: roksar.kamal@mcnmena.com

Notes to editor:

Credits list:

Client: Doritos

Ibrahim Zein: Marketing Director

Maram Muhandes: Marketing Manager

AlJohara Aldakheel: Asst. Brand Manager

Creative Agency – FP7 McCann Riyadh

Amr El Kalaawy: Regional Managing Director

Samer Alhussein: Business Director

Alaa Ghazzi: Executive Creative Director

Nour Hamze: Associate Account Director

Zyad Farghal: Senior Art Director

Patrick Sawaya: Art Director

Roksar Kamal – Senior PR Manager

Yaqoub Hammad: Copywriter

Jessica Younes: Head of AV production

Elias Achkar: Senior Producer