Cannes Lions

Double Diptector

DROGA5, New York / KRAFT-HEINZ / 2019

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Dips are one of the most enjoyed and quickest eaten items on any snack spread. Everyone loves them, but they are highly susceptible to their natural enemy: the double dipper. We live in a society where a secret population of double dippers walks among us, ruining perfectly delicious dips with their germs. Statistics show that one in four partygoers admit to double dipping.

When Philadelphia launched a new line of dips, we were ready to employ extreme measures to protect them from nefarious double dippers. We created a device, using the latest technologies, that catches them in the act, applies some gentle public shaming and prevents them from ever double dipping again.

Idea

Dips are one of the most enjoyed and quickest eaten items on any snack spread. Everyone loves them, but they are highly susceptible to their natural enemy: the double dipper. We live in a society where a secret population of double dippers walks among us, ruining perfectly delicious dips with their germs. Statistics show that one in four partygoers admit to double dipping. How do we prevent them from ruining the party and our Philly Dips? We created a real device, using the latest technologies, that catches them in the act, applies some gentle public shaming and prevents them from ever double dipping again.

Execution

Philadelphia Dips are so delicious, they’ll need some extra protection from the most nefarious partygoers: double dippers. To do that, we created a real, working double-dip detection system comprised of a smart dip bowl (to track dipping) and a body-tracking camera (to track dippers). The Double Diptector detects each double dipper and alerts the party to their presence with a loud alarm and a photo of the event. Think of it as a stoplight camera for double dippers.

We partnered with a tech company to create the two parts of the Double Diptector: a sleek sensor bowl that blends in seamlessly to any snack spread without calling attention to itself and the Diptection app that tracks each dipper at the party. We designed the bowl to the exact specifications of our dips, so they container nestles perfectly in the center of the bowl.

The Double Diptector is incredibly high tech—it uses skeletal-tracking technology to create an outline of every person in the room. If the same person approaches the bowl twice with the same chip, the “force field” of the pressure sensitive bowl is triggered. The bowl then alerts the corresponding Diptector app, capturing a photo of the perpetrator and sounding an alarm, which notifies the host and partygoers that a double-dip attempt was made. Unreal.

We began seeding the conversation around double dipping by launching a Twitter poll on December 10. Then, on December 12, we launched a video explaining the device and its importance to ending double dipping once and for all. We followed with a social-first video that demonstrated the technology in a quick and digestible way. To help generate interest in the bowl, we auctioned off the real device on eBay, with all proceeds going to the charity Feeding America.

Outcome

The limited-edition Diptector generated long-term impact for Philadephia Dips. The Diptector activation lead to a 10-point lift in brand awareness for Philadelphia Dips and a 7-point lift in purchase intent (Google Surveys).

The poll, long-form video and reminder post garnered over 9.2M impressions. On YouTube, the long-form video generated over 7.4M impressions and hit nearly 4M views with a completion rate of 45 percent. The Diptector earned over 152M PR impressions, including a morning segment feature on Good Morning America, and coverage across outlets like CNET, Daily Mail, Chicago Sun-Times, Adweek, Elite Daily and more. The device had 53 bids on eBay and ultimately sold for $1,075, with all proceeds donated to the charity Feeding America.

The most important result? We protected precious Philadelphia Dips from the scourge of double dippers.

Similar Campaigns

5 items

Bagelgate

DROGA5, PART OF ACCENTURE INTERACTIVE, New york

Bagelgate

2021, KRAFT-HEINZ

(opens in a new tab)