​Case Study Here (Confidential – For reference only)​

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CONTEXT:

Despite Australia's laid-back appearance, many Australians grapple with feelings of disillusionment and fear due to societal pressures. In fact, 3 out of 4 Australians feel shame when eating Doritos; a stark contrast from our brand which has always stood for boldness. 

Doritos aimed to inspire Australians to reclaim their boldness and embrace life without fear. The campaign leveraged optimism as a tool for building resilience. Reframing Doritos' iconic orange dust as a symbol of empowerment, the brand inspired people to embrace the mess and thrive despite adversity as essential components of living boldly.

OBJECTIVES:

• Capture the Nation’s attention with a campaign rooted in cultural relevance

• Remind Australians of Doritos' bold brand personality (and their own boldness)

• Maximise impact through provocative contextual placements 

INSIGHT & STRATEGY:

With 1 in 5 Australians experiencing shame when eating Doritos, our brand positioning of ‘For The Bold’ needed reinforcing. The creative idea saw us elevate Doritos' iconic orange dust to a symbol of empowerment and a banner call to live without fear, regardless of the consequences. 

These streaks of Doritos dust serve as an absurdly serious device throughout the campaign - the humour insight being that life's most important or precious moments often go completely and utterly wrong. But we keep going anyway and look for the lighter side. It’s why we can’t help but laugh at funerals. We took this insight and pushed it to absurd lengths. 

By focusing on the aftermath of eating Doritos, we inspired Australians at large to embrace the mess and thrive despite adversity as essential components of living boldly.

CREATIVE IDEA & EXECUTION:

With an emphasis on 'life moments in time,' the work was always going to land best in OOH. We aimed to showcase these moments in environments where they would be most relevant and impactful. 

We carefully selected real-time settings that would strike a chord with passersby, ensuring our message landed with maximum distinction. Leveraging both direct and programmatic buying we meticulously curated placements to boost digestion and impact. From Sydney’s bustling light rail network to 11 different contextual opportunities across 3 publishers, we tailored over 300 panels to perfectly match the unique environments in which they were placed.

In addition, our primary design element was the iconic dust stain, and our human and deeply thematic art direction led us away from showing the product at all. Instead, the product exists as a memory; a dusty streak on a collar or wedding dress, to remind us that life is fleeting. Every aspect of the work stems from this place of memory and time; from flash-photography to freeze a moment forever to the darkness at the border frame serving as a representation of what’s at stake when we live in fear. Meticulous styling juxtaposes with reckless abandon for the dusty consequences, creating a powerful sense of optimism. 

Together, the overall direction leaves you with a feeling of nostalgic longing due to the impermanence of Doritos which only exists within a fleeting yet cherished memory. It’s these hidden narratives at every visual layer that make the work more akin to art than advertising. 

Our approach created a measurable authenticity and rawness, felt at a national scale. 

RESULTS:

Our campaign made a significant impact with 2.5 million earned impressions, resulting in a valuable shift in consumer behaviour, notably reducing shame associated with eating Doritos from 75% to 25%. Moreover, the campaign bolstered brand perception, with Doritos being perceived as a bold brand increasing by 12%. Despite not showcasing the product, our strategy led to a notable 5% year-on-year increase in sales. Additionally, our reach extended to 1.935 million individuals, capturing a significant 25.9% of the P18-25 demographic.

Key Highlights:

• Increase in irresistibility P18-34 by +10%

• Shame from eating Doritos dropped from 75% to 25%

• Total Reach: 1.935M, 25.9% (P18-25, ESB) 

• Ramped up Brand perception as a bold brand +12pp

• Increase in YOY Sales  +5% without ever showing the pack or product