Doritos: Rainbows

This case study shows how Doritos, a snack brand, increased sales and brand awareness by partnering with a support organisation for LGBT youth in the US and releasing a Gay Pride themed product.

Advertiser: DoritosAgency: Goodby Silverstein & PartnersCountry: USA

Objectives

There were no specific KPIs to work with in this case. Doritos® had no previous record of working with the LGBT community. However, we had three general principles to work with:

  1. We needed to generate widespread conversation and support for LGBT youth as measured through PR impressions and social engagement. Note: we did not need to “increase brand awareness”—at 91 percent, Doritos had plenty of aided awareness already.
  2. We wanted to make a real contribution to LGBT rights, not just another GIF, shareable media moment or Pride...

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