GUT Miami has launched a bold new creative platform for PepsiCo Foods, unveiling Doritos® and Cheetos® SIMPLY NKD™—a reinvention of two iconic snacks, now crafted without dyes or artificial flavors. Titled “The Renaissance of Snacking,” the campaign reframes these classics as masterpieces returned to their purest form.
Snacking, stripped back to its essence
SIMPLY NKD™ champions a modern idea: flavor, craft, and crunch don’t need artifice. For the visual concept, GUT Miami looked to Renaissance nude art—a symbolic homage to purity and unmasked expression. Classical poses, painterly textures, and dramatic compositions become the creative foundation, elevating each snack to gallery-worthy status.
This isn’t nostalgia; it’s a contemporary reinterpretation of “naked” flavor. The result is a playful, self-aware campaign that positions NKD as both pure and mischievously bold.
From paintings to The Sphere: a multi-channel rollout
The campaign spans a full ecosystem: a hero film where Renaissance art springs to life, museum-style OOH, and dynamic digital extensions. Influencers receive NKD tasting kits with red-tinted glasses, challenging them to detect differences based solely on flavor—not appearance.
One of the biggest stages: The Sphere in Las Vegas, where NKD’s unveiling transforms into an immersive moment viewed at massive scale.
What PepsiCo says about the NKD evolution
Chris Bellinger, Chief Creative Officer at PepsiCo Foods US, highlights that the move responds to emerging consumer expectations:
“Doritos® and Cheetos® SIMPLY NKD™ deliver the same iconic taste, crunch, and texture people love, just without the mask of color. It’s snacking that feels modern, intentional, and deliciously real.”
The NKD line reflects a broader shift toward simplicity—without compromising the boldness that defines both brands.
A cultural moment, not just a launch
As GUT Miami’s CCO Juan Javier Peña Plaza explains, the campaign’s spirit lies in elevating the everyday:
“By treating these snacks like works of art, we built a world where simplicity becomes bold, where purity feels mischievous, and where the classics are reborn. NKD isn’t just a product line—it’s a cultural moment.”
With Instagram takeovers on November 13 setting the tone, the full NKD reveal extends across channels, sparking curiosity and conversation around a stripped-back approach to flavor.
OOH that feels museum-worthy
The Renaissance aesthetic adapts surprisingly well to the outdoor canvas. High-impact OOH reframes snack packaging as fine-art portraiture, catching commuters off-guard with a visual language rarely associated with consumer snacks.
From static posters to digital placements, NKD’s presence communicates one simple truth: purity can be its own statement piece.
The bottom line
SIMPLY NKD™ brings craft, creativity, and cultural storytelling to the snack aisle—anchored by a campaign that blends humor, art history, product truth, and massive OOH visibility. As GUT Miami’s first work for PepsiCo Foods, the Renaissance of Snacking sets a powerful tone for what’s ahead.
FAQs about this campaign
What is the Doritos & Cheetos SIMPLY NKD™ campaign?
A new creative platform by GUT Miami for PepsiCo Foods, celebrating Doritos and Cheetos stripped of dyes and artificial flavors, presented through Renaissance-inspired art and multi-channel storytelling.
Why the Renaissance theme?
To position the products as masterpieces of pure flavor. Classical nude art visually communicates ‘nothing to hide’—the core of the NKD proposition.
Where will the campaign appear?
Across film, social, influencer activations, OOH, in-store experiences, and even The Sphere in Las Vegas.
How was the launch teased?
On November 13, Doritos and Cheetos Instagram grids were taken over by Renaissance-style nude art hinting at the NKD reveal.
What does PepsiCo say about SIMPLY NKD™?
According to CCO Chris Bellinger, NKD snacks deliver iconic taste and texture—now without the ‘mask of color.’ It’s snacking made modern, intentional, and real.
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