Doritos Campaign Reinterprets Ronaldo's 2002 Haircut as Marketing Stunt

Doritos has launched a marketing campaign titled 'The Triangle Theory,' which humorously suggests that Brazilian football star Ronaldo's distinctive haircut from 2002 was a covert promotion for the brand's triangular chips. The campaign centers on a 12-minute mockumentary featuring interviews with football historians, former teammates, stylists, and Ronaldo himself, all discussing whether the haircut was intentional branding. This initiative coincides with nostalgia for the 2002 FIFA World Cup, where Ronaldo sported a shaved head with a crescent-shaped tuft during Brazil's semi-final match against Turkey in Japan and South Korea. Doritos also released a faux vintage commercial to support the theory, crafted with a lo-fi aesthetic to mimic the era. The campaign was created by agency AlmapBBDO, with the main film directed by Bueno through production company The Youth, and post-production handled by Colossal and Dopo. It aims to engage football fans ahead of the upcoming World Cup, positioning Doritos as a brand that understands sports culture and mythology. The effort reframes a memorable moment in football history as a playful marketing narrative, regardless of its factual accuracy.