Mariachi Doritos
PepsiCo
Issue 27 | June 2013
Agency
AMVBBDO
Creative Team
Creative Directors Mark Fairbanks Thiago De Moraes Creative Team Jez Tribe Prabs Wignarajah
Production Team
TV Producer Trish Russell Amy Daniels Digital Producer Amy Meier Production Company Independent Director Sniper Twins
Other Credits
Account Director James Myers Planner Tom White
Date
July 2012
Background
For a period of five years, Doritos had seen significant success targeting a youthful audience of 16-24 socially active snack consumers. But in order to continue growing the brand, Doritos had to engage a new consumer base of 25-44 year olds.
The business objective was a growth target of +6% value sales uplift.
Idea
The idea was to create a band - ‘Mariachi Doritos’ – that captured the spirit and fun of Doritos and acted as a metaphor for the role the Doritos can play at any party to break down formality and help people let their hair down.
Rather than think about ‘Mariachi Doritos’ as a traditional advertising campaign, the activity was planned as a tour. Literally and metaphorically, the band went on tour to meet the demands from existing and new Doritos fans.
Driven to the campaign-hub on Facebook from other social channels (including Twitter and YouTube) as well as from TV, fans and non-fans of Doritos could sign up to join the tour. They could choose a webcam appearance from Mariachi Doritos or even a live performance at their own party. Videos of the gigs were shared the day after each party via YouTube and Facebook for all fans to view.
Results
- Over 3million organic views of campaign content
- Facebook engagement 7 x average response
- Total mentions of #DoritosParty on 26th June: 6,764
- Number of Tweet impressions: 28,100 (UK ave 27,000)
- Engagement: 23.6% (UK ave 11.5%)
- Views of re-tweets: 7,784,594
This did not just achieve the overall sales target of a +6% value sales uplift, it smashed it. Across the 12-week duration of the tour, there was an increase in sales of +11% value sales. (Source: Nielsen.)
Our Thoughts
A quick look at YouTube reveals that there were some 20 videos featuring the Mariachi Doritos. Their version of ‘Stay Another Day’ has had close to a million views. In total, the band got 14.2 million video views, reaching over 7 million people each week through Facebook.
And the reason why? The creative team behind the idea didn’t try to be too clever with it. They just let the guys play their jolly music and filmed it and put the content up for people to enjoy. There’s a rather touching innocence to the campaign, which will be of huge longterm value to the brand.