Doritos One Kiss One Donation Digital Campaign by Dennis Furniss

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DESIGN DETAILS
DESIGN NAME:
Doritos One Kiss One Donation

PRIMARY FUNCTION:
Digital Campaign

INSPIRATION:
Doritos has been raising awareness and celebrating the Rainbow with the LGBTQ community for many years and each year the bar is raised in terms of impact and results. Inspired by the support and generosity of Doritos and the community this year we wanted to make a personal connection between people during a year of social distancing.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Since 2015, Rainbow Doritos and its proceeds have gone to the It Gets Better Foundation, by consistently supporting equality and diversity Doritos is fully committed to the Rainbow Community under the theme Pride-All-Year. To continue Doritos ongoing support for the community, in 2020 Doritos created One Kiss, One Donation, a breakthrough campaign across TV and digital. Designed to inspire a virtual chain of love and respect the campaign swept across social media and into people's hearts. The underlying concept of the campaign was to inspire people to Kiss in a virtual world in an effort to raise 1 million virtual kisses that could be converted to a financial donation to the community.

OPERATION / FLOW / INTERACTION:
Enter One Kiss, One Donation. We met our consumers in their universe online. With a cause driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family and loved ones, we made a donation. The campaign and hashtag spread across social media fueled by our fans and influencers and accelerated by the goodwill that only shared values can buy. We essentially created the fun, the joy and the vibe of a massive pride parade. In a digital experience.

PROJECT DURATION AND LOCATION:
Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.

PRODUCTION / REALIZATION TECHNOLOGY:
We leveraged a marketing mix of TV, social media, online, branded activations.

SPECIFICATIONS / TECHNICAL PROPERTIES:
Does not apply

TAGS:
Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,

RESEARCH ABSTRACT:
Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.

CHALLENGE:
Traditionally we have focued on a physical approach that was packaging centric, supported by physical and digital activations. Due to covid, we had to shift gears and create something that was wholly online, the strategy also had generate the same level of interest, excitement, and fundraising. An huge challenge that met and exceeded in terms of the amazing results and global interest.

ADDED DATE:
2021-03-05 18:03:02

TEAM MEMBERS (1) :
BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)

IMAGE CREDITS:
All images are property of PepsiCo International

Visit the following page to learn more: http://www.youtube.com/watch?v=EeZG2br7X7Y
CLIENT/STUDIO/BRAND DETAILS
NAME:
Doritos

PROFILE:
DORITOS® is an American brand of flavored tortilla chips produced since 1964 by Frito-Lay, a wholly owned subsidiary of PepsiCo. The first flavor was Toasted Corn, released in 1966, followed by Taco in 1967 and Nacho Cheese in 1972. Other specialty flavors began to make their debut during the late 1980s. Today, DORITOS® isn’t just a chip. It’s fuel for disruption — our flavors ignite adventure and inspire action. With every crunch, we aim to redefine culture and support those who are boldly themselves. Are you ready? If so, crunch on.

NOMINATION DETAILS

Doritos One Kiss One Donation Digital Campaign by Dennis Furniss is a Nominee in Advertising, Marketing and Communication Design Category.

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AWARD DETAILS

Doritos One Kiss One Donation Digital Campaign by Dennis Furniss is Winner in Advertising, Marketing and Communication Design Category, 2020 - 2021.



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