Orphanhood is one of the most pressing social issues in Russia. As of 2020, more than 43 000 children live in orphanages. Every year, when they leave the orphanage, they end up in a world they are not ready for. It is more difficult for them to get an education and find a decent job, and some of them end up with alcohol or drug addiction.

Doritos is a brand that inspires boldness and self-expression and it decided to show that you shouldn't be scared of talking about problems and helping to solve them. The brand decided to help orphans pass final exams, gain work experience and find their place in life.

Doritos made a decision to help orphans and increase the chance of them finding skilled work and getting accepted into universities.

Doritos wanted to show that with the brand’s help anyone is capable of more. The brand decided to help children from orphanages feel braver and to inspire them to reach new heights and turn ORPHANS INTO ORFUNS.

The brand launched the Doritos Orfun project, which allowed orphans to learn the bases for the creation of professional content for social media platforms. This content then became a part of Doritos’ advertising communication which made them real members of the Doritos team and provided them with an opportunity to practice real adult work.

The brand’s target audience is generation Z. They are known not to react well to traditional advertising formats but non-standard projects are welcomed since for them the brand’s active social position is important. According to Nielsen’s 2019 research, 70% are interested in charity work.

Generation Z loves the fun but they are also very receptive to serious issues and are ready to help each other. The key platform for generation Z is TikTok. The main star of Russian TikTok is Danya Milokhin who grew up in an orphanage. He understands all the challenges that kids from orphanages face and he also wanted to draw more attention to this problem.

In the beginning of the project, influencer Danya Milokhin created a series of tutorials for the orphans in which he shared life-hacks and techniques for creating cool social media content.

Then orphans from all over Russia began to create content with Doritos packs which then was posted on official Doritos social media accounts, making it a part of the ad campaign.

In the end children who took part in the project received certificates of completion the content creators course. With this experience and document it will be easier for them to find a good job and get accepted into university.

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The share of Doritos on the market increased by 4.5%