Turning a new product launch into a social debate
The brief was simple - launch 3 new limited edition Doritos 'Flamin Flamours' through social. The problem was, Flamin Flavours were mild at best. So, how do you get the Doritos fans excited and talking about the new flavours?
HOT or NOT? We let them be the judge and decide if these new flavours are hot or not. We simply started the conversation and gave them an opportunity to vote through a mobile-first site and continue the conversation.
The campaign started by the launch of the first two new flavours on social, supported by some digital OOH and bus placements to drive awareness.
Every Doritos fans had the opportunity to decide whether the new flavours were hot or not through a simple, mobile-first website.
As predicted, Australia unanimously said ‘NOT HOT’ on these two new flavours. Luckily we had a third flavour - Japanese Wasabi - that was genuinely hot and launched as a response to all the votes casted by the fans, extending the conversation once more.
The results spoke for itself:
- The campaign exceeded all brand equity objectives
- Increased Doritos share amongst the salty snacks categories
- And drove incremental sales figures without compromising sales of Doritos core range