Doritos rewrites Ronaldo’s haircut history

Doritos has launched The Triangle Theory, a campaign that reimagines Brazilian football legend Ronaldo Nazário’s iconic 2002 “half-moon” haircut as a covert Doritos marketing stunt. The campaign blends nostalgia, satire, and investigative storytelling to spark conversation across sports and culture audiences.

Instead of traditional advertising, Doritos used an earned media strategy, releasing “leaked” archival footage on social media to ignite fan debate and conspiracy theories. Coverage grew when TNT Sports featured segments examining the idea that Ronaldo may have been an inadvertent brand ambassador for the snack.

Mockumentary blends comedy and nostalgia

Central to the campaign is a 12-minute investigative mockumentary, mixing thriller and dry comedy elements. The film features interviews with Ronaldo, sports historians, and stylists, leaving viewers to question whether the theory could actually be true.

Doritos also released a “Lost Ad of 2002,” styled with grainy textures and vintage editing to mimic early-2000s commercials, bridging two decades of brand identity through the triangular motif.

Cecília Dias, Marketing VP, PepsiCo Brazil: "With ‘The Triangle Theory’, we are betting on a creative narrative, leveraging the trending topic and exploring one of our brand’s core elements: the triangle. Doritos has always had this bold essence, and by bringing Ronaldo into this campaign, we reinforce this brand value in an irreverent way."

Brand bravery drives cultural conversation

By blending sports documentary, satire, and nostalgic storytelling, Doritos has dominated cultural conversation, demonstrating the power of bold, narrative-driven campaigns to capture attention in a crowded media landscape.

www.doritos.com

Follow Marketing Report on LinkedIn