2024 Winner

CASE SUMMARY

Reignite Gen Z’s “taste” for Doritos with the limited time launch of its take on the popular
“All Dressed” flavour.

In a highly competitive category driven by newness, Doritos wasn’t living up to its bold reputation, putting it at risk with its core target – Gen Z. Diverse, digitally native, and authentic, they do things their way, live confidently in their own skin, and seek stimulating experiences and bold flavours. Doritos just
wasn’t connecting.

As the brand that likes to “try another angle”, it was time to do something different. Instead of returning with the Doritos Ketchup LTO, the brand decided to launch their version of All Dressed.

To be successful and reignite Gen Z’s “taste” for the brand with a flavour offered by others, the launch of the Doritos’ version would need to come with its own bold Doritos twist – it needed to be something that would help it stand out, connect and move chips off the shelves.

A big part of gaming – the playground of their target – is getting characters “all dressed” up. A big part of the gaming experience for Gen Z happens even before the game starts – customizing their game characters and getting them “all dressed” up. In fact, character “cosmetics” is a $50 billion industry worldwide.

As Doritos looked to launch “All Dressed”, it was clear what the opportunity was - “dress” up the thing the brand’s target loved most – gaming, and more specifically, the characters they engaged with in this world.

Doritos entered the world of in-game fashion, and gave the often overlooked Non-Playable Characters (NPCs) the spotlight with the first fashion drop exclusively for them: All Dressed NPCs.

Doritos used in-game fashion to showcase the bold, not to be missed taste of Doritos All Dressed. But not just typical in-game fashion. Instead of jumping on the main video character Bandwagon, they found an opportunity where no one was looking – the non-playable characters.

The brand decided to do something bold and give NPCs the spotlight, with the first ever high fashion drop exclusively for them: “Doritos All Dressed NPCs”. By putting the spotlight on these “often in the background” characters, Doritos All Dressed was also putting the spotlight back on itself.

NPCs were the heroes of the brand’s creative execution, serving as All Dressed models, in the brands All Dressed Fortnite world – Doritos Drip City.

To bring “Doritos All Dressed NPCs” to life, the brand partnered with streetwear designer MRKNTN to create the brand’s custom NPC collection. The collection featured five looks inspired by Doritos All Dressed – from a Doritos-exclusive triangle tartan pattern to a cone-spiked vest with quilted triangular details, each outfit is designed to make heads turn in the digital world.

Fan discovered the looks and engaged with the brand’s NPCs in the brand’s custom-built fully playable, immersive Fortnite map called Doritos Drip City – a one stop destination for quests, easter eggs and so much more. Doritos unveiled it with an epic, record-breaking, two-hour Twitch live stream with gaming influencer NickEh30. Fans were treated to a Doritos All Dressed world with NPCs as All Dressed models.

The NPCs also appeared on TikTok, Instagram, YouTube, and a 3D billboard at Yonge-Dundas Square, and fans were able to explore the collection with details from the designer and 360 degree views at DoritosNPCs.ca. IRL versions appeared on Doritos’ social channels. They drove epic engagement with the brand and increased sales 36% versus last year’s limited time offer (LTO).

The All Dressed NPCs were a huge hit with the brand’s target. The Twitch livestream launch with NickEh30 smashed benchmarks for chat engagement (325.9%), viewership (279%), and total minutes
watched (619.8%).

After the launch, the brand’s target engaged with the brand like never before, averaging an astounding 30 minutes of playtime with the All Dressed NPCs (5 times the average).

Most importantly it translated to real world success. Sales increased by an incredible 36% over the previous LTO flavour, which had plateaued after many consecutive years in market.

Brand awareness for All Dressed Doritos was also impressive 70% and the “Doritos All Dressed NPCs” increased purchase intent and brand favorability as well – not easy tasks in such a competitive category.

PR coverage garnered 18.8 million impressions on 178 outlets – over double the brand’s goal that was established based on previous efforts.

The All Dressed NPCs uncovered a new placement opportunity in gaming and made the first fashion drop the brand’s target couldn’t wear into something they couldn’t miss.

Credits

Agency - BBDO Canada:

CCO: Max Geraldo
SVP, Executive Creative Director: Derek Blais
VP, CD: Mike Schonberger
ACD: Jake Bundock
Art Director: Mike Schonberger, Jake Bundock
Copywriter: Mike Schonberger, Rick Kang
SVP, Client Partner: Jennifer Jones
Account Director: Lauren Gibson
Account Supervisor: Madison Bryer
Account Supervisor: Margaret Han
Account Supervisor: Alex Misik
CSO: Sarah Henderson
Strategy Director: Isabel Chalmers
Social Strategist: Naomi Belay
SVP, Operations and Delivery: Jason Dick
Executive Producer: Fernanda Rodrigues
Project Manager: Nathan Mayuga
SVP, Head of Integrated Production: Beatrice Bodogh
Post Producer: Denise Shearer
Audio Production Manager: Mike Rosnick

Game Development - Pixel Hunters:

Claudio Lima - CEO, Co-Founder
Bernardo Mendes - CGO, Co-Founder
Rodrigo "Clebito" Mancini - Project Lead, Co-Founder
Anderson "Droust" Reis - Project Lead, Co-Founder
Henrique "Sharshock" Mancini - Project Lead, Co-Founder
André "Alone" Fabiane - Project Manager
Lucas "Boney" Dias - Visual and Mechanics Designer
Felipe "Fell_TW" Souza - 3D Model Designer & Animator
Marcell Borges Mota - 3D Character Modeler
Jeferson Porto Bergmam - 3D Object Modeler
Matheus Pereira Cassani - 3D Object Modeler
Leticia Pereira - Project Lead
Gabriela Costa - Creative Lead & 3D fashion
Leonardo Laurindo - Tech lead
Jonathan Brito - 3D Modeling
Cláudio Marques - Texture Artist

Client Partners - PepsiCo Canada:

Lisa Allie – Senior Marketing Officer
Jacqueline Tan – Brand Marketer
Meghna Mehrotra – Brand Marketer

Media - OMD:

Business Director: Jennifer Weston
Sr Strategist: Irini Patsalides

PR - Citizen Relations:

Account Director: Kristen Schaffrath
Sr Account Manager: Sara Hoffman

PR - Praxis:

Account Director: Alexandra Wilson
Account Manager: Meagan Smith