Doritos: Doritos Mariachi

This case study explains how Doritos rebuilt itself as a highly agile, social media-based, content-driven brand in the UK with the Doritos 'Mariachi' campaign.

Doritos: Doritos Mariachi

Tom White

Campaign details

Brand owner: PepsiCoAgency: AMV BBDO, OMD and Freud CommunicationsBrand: DoritosCountry: UK

Executive summary

This case study tells the story of how Doritos rebuilt itself as a highly agile, social media-based, content-driven brand in the UK with the Doritos 'Mariachi' campaign. By demonstrating how to put the structures in place for social media management and content creation, whether on YouTube, Facebook, Twitter, Instagram or Vine, it smashed its overall sales target to achieve +11% value sales and reached 13 million people on Facebook in just six weeks....

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