The Flavour of the Summer
In July, Doritos teased a new crisp flavour from its social account. This wasn’t any old flavour, in true Doritos fashion, it was the most unexpected flavour the nation had ever seen – Strawberries & Cream.
Needless to say, the cult-crisp brand got tongues wagging. Social media erupted with divided opinions. Responses across Facebook, Twitter and Instagram came flooding in as some were intrigued by the concept while others were wondering if 1st April had come early. A whopping 21,000 Facebook users commented on the flavour, while the Instagram post earned nearly 3,000 likes and over 400 comments.
Much to some fans’ pleasure and others dismay, the tease of the Doritos Strawberries & Cream flavour wasn’t the crisp brand going head-to-head with Wimbledon but instead it was to launch Doritos new brand platform ‘Make Your Play’ in the most unexpected way. In a subtle nod to the brand’s upcoming competition in partnership with DICE give away tickets to live music events – most notably Cambridge’s tastiest festival, Strawberries & Creem – the team released a Strawberries & Cream flavour Doritos crisp bag. Using the tease, the team then sold in the official campaign launch announcement securing an array of national, consumer and trade coverage, including the likes of Metro, Indy100, Delish, Bustle, Verge and Little Black Book.
The ‘Make Your Play’ campaign encouraged music fans across the nation to gear up for the return of live gigs with a competition that saw crisp fans hunt for scannable play buttons in the form of the iconic Doritos chip on-pack, on billboards and across Doritos social channels. Once scanned, fans were in with a chance of winning tickets and discount codes for the hottest events of the summer, concluding with the campaign’s headlining event, Strawberries & Creem.