Doritos Campaign

Doritos Flamin' Hot Flavour Launch 2021

As TikTok's founding commerce agency partner, Publicis Groupe is the first global agency network to partner with TikTok to bring the power of commerce and education to brands and marketers. So when Publicis’ Machine_ needed to help its client Doritos activate a new flavour, South Africa’s first branded hashtag challenge on TikTok was born

In April 2021, PepsiCo South Africa launched South Africa’s first Branded Hashtag Challenge #DoritosFlaminHotDuets, in collaboration with TikTok For Business METAP. We wanted to assist our client to drive awareness of their ‘Flamin’ Hot’ flavour by allowing our target market to unleash their own creativity and content creation in partnership with Doritos. As the epicentre of user-generated, democratised content creation, TikTok as a platform became the obvious choice for this campaign. We used our exclusive Publicis commerce partnership with TikTok to unlock insights, product discovery and purchase intent analytics and the opportunity to launch SA’s first branded hashtag on the platform.

To bring the ‘Flamin’ hot’ chips to life, we created a flaming Branded Effect on TikTok, and launched it along with a dance challenge with well-known dancer/singer Kamo Mphela (@kamomphelaxx)