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Celebrating Valentine’s Day with Doritos

The Ask

A couple of weeks before Valentine’s Day, Citizen had the opportunity to work with PepsiCo on promoting Doritos Ketchup chips.

What we did

The campaign that was developed gave women the opportunity to boldly express their love with the gift guys (particularly in the 16-25 target) have always wanted: 12 long-stem roses made from the chips. The campaign launched with an irreverent video and social posts encouraging people to order a bouquet (which sold out in hours).

To further spike conversation, the campaign seeded traditional media, influencers and celebrities with bouquets of Doritos Ketchup Roses, filling the newsfeed of the millennial hyperlifer target.

Results

The campaign tapped into the natural behaviour on social media by creating clever memes and GIFs. Baseline sales grew by 8%, 2.3 times the sales target, and the brand saw a 45% lift in purchase consideration.