How to create a noteworthy campaign introducing the not-so-newsworthy new red pepper flavour Doritos?You create mystery surrounding the new flavour and don’t mention the taste at all.

The triangular shape of a Doritos chip combined with the idea of mystery led us to Bermuda, where anything and anyone can get lost.

That’s why we gave everyone the chance to get rid of someone by sending them away with a one-way ticket to the Bermuda Triangle, with only one purpose......to get lost!

All media directed consumers to the specially developed site, WWW.GETLOST.BM .The black packs with minimal branding kicked off the campaign instore. The teasing packs invited consumers to go the site to give oneself or someone else up for a one-way ticket to Bermuda.During the reveal phase 5 short TVCs were aired. BTL media such as Fly posters, freecards and beer-mats were used to generate traffic to the site. Special events were held during which the new chips were distributed and lost prizes were given away. Hit and run sampling events were held simultaneously.