2019 Winner
PepsiCo Foods
Doritos Ketchup Drop
BBDO Toronto
SilverPath to purchase/out-of-store
The more rare something is, the more people covet it. That’s the credo of hype culture. Silver Path to Purchase/Out of Store winner PepsiCo also wanted a piece of the excitement behind an exclusive collection, so it dropped one of its own.
Canadians have a deep love and affection for Doritos Ketchup chips. But, in 2017, sales for the limited-time flavour sunk below projections, as fewer people were purchasing the once-adored potato chip. The brand had lost the sense of scarcity that made it so appealing.
So to re-ignite its exclusivity, BBDO treated the annual Ketchup launch like a popular streetwear brand would – with an exclusive branded clothing and accessories line.
An authentic approach was going to make the chip collection a success: because to look like a real streetwear brand, Doritos Ketchup needed to act like one too. The PepsiCo brand released a lookbook with actual artists and fashion influencers as models. The collection was then released weekly at DoritosDrop.ca and promoted across social.
Turns out, the collection was covetable enough to get coverage from style pubs and blogs, earning more than 89 million impressions valued at over $1.5 million. The “Doritos Ketchup Drop” campaign also dramatically increased repeat purchases by 7%, while overall sales exceeded the brand’s forecast by 15%.
Credits
Creative Agency: BBDO
Chief Creative Officers: Denise Rossetto / Todd Mackie
Associate Creative Director: Jeff Cheung / Rana Chatterjee / Derek Blais
Art Director: Jayme Fairbridge
Copywriter: London Choi
Sr. Designer: Mike Nugent
VP, Group Account Director: Melanie Ball
Account Supervisor: Connor Ofield / Karrie Kwong
Account Executive: Lisa Budish
VP, Planning: Tom Kenny
Sr. Analyst: Arpan Rai
VP, Director of Innovation: Les Tapolczai
VP, Project Management: Jason Dick
Project Manager: Nikki Littlehales
BBDO Developers: Jeff Sacco / Alex Ghattas / Doug Glover / Trevor Shaikin
BBDO QA: Della Lytle
BBDO Proofreader: Sheila Gray
BBDO Montreal: Mary Montsenigos
SGL Studio
VP, Director, SGL Studios: Matt Eves
Senior Print Production Manager: Robert Quan
Senior Production Artist: Pon Lau
Retouching: Jano Kirijian
Flare
Executive Producer: Dave Lembke / Sang-thanh Nguyen
PepsiCo Foods Canada – Doritos
Senior Director of Marketing, Frito-Lay Core & Global Brands: Shereen Yasseen
Marketing Manager, Doritos, Spitz & Matador: Jason Ayuen
Associate Marketing Manager, Doritos: Michael Forsyth
Associate Digital Marketing Manager: Amanda Mrezar
Associate Digital Marketing Manager, Kristen Leenaars
Senior Manager, Corporate Communications: Sheri Morgan
Law Clerk: Maddie Lepore
Citizen Relations – PR
Senior Director: Melissa Legaspi
Associate Director: Joe Cariati
Account Manager: Alyssa Katzikowski
Account Executive: Jessica Hoffeldt