Cannes Lions

Doritos Ketchup Roses

OMD CANADA, Toronto / PEPSICO / 2016

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Overview

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Overview

Description

With the limited time offer hitting the end of January and Valentine’s Day just around the corner we saw an opportunity – a way to let people share their love of Doritos Ketchup. In previous years, we asked our fans to hold on to their favorite flavour for themselves. But what’s better than keeping something you love for just yourself? Sharing it with someone special that you love! Year after year guys are left out of Valentine’s Day, the holiday that revolves around women. Doritos Ketchup was offering a way for the ladies to show their love by sending that special man in their lives a bouquet of Doritos Ketchup roses. Each rose was hand-crafted and hand delivered on Valentine’s Day.

Execution

On February 9, the Doritos Ketchup Roses program was announced on all of Doritos’ channels – with a funny and irreverent launch video urging fans to order a bouquet.

To drive scale, we focused on the sites where Millennials spend the majority of their time – YouTube, Facebook and Twitter – creating sponsored videos and posts. Subject to limited quantities (like our Ketchup chips), people were able to order a bouquet through our site. Roses were hand-delivered on Valentine’s Day across major Canadian markets. Our site also featured a step-by-step DIY Doritos Ketchup Roses guide for those who didn’t order in time.

Lucky for Doritos the timing of the NBA All-Star Game coincided with Valentine’s Day which was held in Toronto. We took full advantage! Roses were delivered to Charles Barkley and Shaq while on air for TNT.

After Valentine’s Day, we launched a compilation video of reactions to show how the love spread.

Outcome

On launch day, we sold out within hours of release, and our launch video is 2.5x above projections, at 4.3 MM views and counting.

The response was so strong that celebs tweeted photos of their bouquets and #DoritosKetchupRoses became an organic Twitter trending topic.

We released a second batch of roses 2 days later, selling out in minutes. We are on track to surpass our sales target by 10%.

To date, the campaign has received over 56MM earned media impressions worldwide, valued at over $675K – more than 3x our media budget, and was picked up by People, AskMen, and Marie Claire UK, among many other international media outlets.

Based on the Google Brand Lift Study results there was a 247% lift in ad recall and 45% lift in purchase consideration among audiences who chose to view the video. Consumers were also 427% more likely to search after viewing.

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