DORITOS COLLIDE CLOTHING COLLECTION

TitleDORITOS COLLIDE CLOTHING COLLECTION
ClientPEPSICO
Product / ServiceDORITOS COLLIDE CORN CHIPS
CategoryD02. Use of Branded Content created for Digital or Social
EntrantPHD Sydney, AUSTRALIA
Idea Creation PHD Sydney, AUSTRALIA
Media Placement PHD Sydney, AUSTRALIA
Production PEDESTRIAN GROUP Sydney, AUSTRALIA

The Campaign

Traditional advertising had become wallpaper to our Millennial audience, with only a short window of time to drive sales we knew whatever we did we needed to memorable. Based on our insight into behavioural economics and the memory bias the Bizarreness Effect, the ability to enhance memory by using bizarre material over something more commonly seen, we created the idea of the Doritos Collide Collection a bizarre limited-edition clothing range designed especially for Valentine’s day. The star of the collection was a chic double headed jumper designed to celebrate finding your perfect match, just like Doritos perfect match of two complementary flavours.

Creative Execution

We selected influential couples to model the dual headed jumpers. The couples featured in an exclusive fashion catalogue and the content was shared on Facebook and via our social influencers extensive networks to drive interest and desire. For those not fortunate enough to get their hands on a jumper, they sold out within 12hrs, we created a virtual jumper on Snapchat. The Doritos Collide Snapchat filter allowed perfectly matched couples to send snaps of themselves wearing the highly sought after double headed jumper. Due to the overwhelming interest in the campaign, we saw a further opportunity to extend the campaign and later launched a competition challenging consumers to design the next item in the Doritos clothing collection. The winning entries received a prized double headed jumper.

Within 12hrs of the clothing release, we sold out of jumpers. Our design competition received over 1,000 entries in just three days. Although we paid our influencers ($30k), 30 more came on board voluntarily organically posting and sharing our content. Doritos sales exceed their projected forecasts by 174% on base price, and repeat purchase rate more than doubled that of the brands previous years NPD. All done on a modest $200,000 making this one of the most successful Doritos launches in recent history. Brand awareness grew considerably, with 44% of people who saw the campaign claiming that this was the first time that they had seen or heard of the Doritos Collide range. Consideration to purchase shifted, 71% of consumers confirming that they were likely or very likely to try the new range. Meaning the only thing flying off the shelves quicker than our jumpers, were the Doritos chips themselves.

Traditional advertising had become wallpaper to our Millennial audience, with only a short window of time to drive sales we needed cut-through the clutter. Based on our insight into behavioural economics and the memory bias the Bizarreness Effect, the ability to enhance memory by using bizarre material over something more commonly seen, we created the idea of the Doritos Collide Collection a bizarre limited-edition clothing range designed especially for Valentine’s day. By harnessing the power of influencers and social media we set newsfeeds alight, selling out of the collection within 12hrs of its release.

Insights, Strategy and the Idea

From rainbow coloured food to the latest weird dance craze, the more bizarre something is the more Millennials are attracted to it. Our strategy was simple, to avoid being forgettable we created a bizarre new fashion range. To drive hype around the collection we parodied the world of fashion marketing and recruited notable celebrities and influencer couples to be the face of our campaign. From the Bachelorette and her new ‘husband to be’ to Indie rock bands, comics and fashion forward Instagramers we set about setting social feeds alight with the latest must have fashion. By harnessing the power of influencers and social media, the place they went to stay on trend and make new discoveries. we were able to entice this inquisitive generation to drive our bizarre new trend. In turn, ensuring the success of Doritos new range.

Credits

Name Company Position
Olivia Sutherland PepsiCo Marketing Director ANZ, Snacks Portfolio
Alison Siliver PepsiCo Marketing Manager
Eric Burke PepsiCo Brand Manger
Ben Lynch PHD Media Planning Director
George Shearring PHD Media Digital Manager
Noel Gate PHD Media Business Manager
Stephanie Douglas-Neal PHD Media Executive Group Business Director
Beatriz Grattan-Smith PHD Media Team Executive
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