We knew that the best way to engage with millennials was through social media. The product was being launched around Valentine’s Day, so much like the union of two people, we wanted to celebrate the union of two complementary flavours.

Our audience had become desensitised to advertising, craving the weird and wackiest social content instead. If Doritos wanted to engage with this audience we needed to behave in a similar way.

This sparked the idea of the “Doritos Collide Collection” a limited edition clothing range launched specifically for V.Day. The star of the collection was a chic double headed jumper designed for couples to collide with their significant other. Promoted via social channels people could purchase the jumper prior to the most romantic day of the year.

To drive our wacky new trend, we selected celebrity and influencer couples with strong social networks to parody the world of fashion marketing.

We selected influential couples to model the dual headed jumpers. The couples featured in an exclusive fashion shoot and the content was shared on Facebook and Instagram, via our influencers networks and on Pedestrian TV’s social platforms, a leader in youth pop culture to drive interest and desire.

For those not fortunate enough to get their hands on a jumper we created a virtual jumper on Snapchat. Where our devoted couples could celebrate their union and use the specially created filter to send snaps of themselves wearing the highly sought after jumper.

Due to the overwhelming interest in the product, and the subsequent sell-out of all jumpers, we optimised our approach and launched a paralleled competition via Facebook and Instagram. Consumers were challenged to create an idea for the next item in the Doritos clothing range, with the winning entrance receiving a prized double headed garment.

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), we encouraged 30 more to join in the fun organically.

Doritos sales exceeded 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 budget, 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 seen or heard of the Doritos Collide range. Consideration to purchase also shifted, with 71% of consumers confirming that they were likely or very likely to try the new range.

Meaning the only thing flying off of the shelves quicker than our jumpers, were the Doritos chips themselves.