Due to years of unrelenting success for Doritos Ketchup, we were faced with aggressive expectations and sales goals. We needed to drive awareness of the limited time release of Doritos Ketchup among millennials in way they couldn’t ignore.
Our target spends lots of time online. And Ketchup fans are very loyal. But penetration and trial were low. How could we give them tools to spread their love of Ketchup? The answer lay in Doritos Ketchup’s scheduled return a few days before Valentine’s Day. What if people were able to share their love of one another and for Doritos Ketchup at the same time? So, Doritos Ketchup offered a way for the ladies to send that special man in their lives a bouquet of Doritos Ketchup roses. Each rose was handcrafted and hand-delivered on Valentine’s Day.
On February 9th, the Doritos Ketchup Roses program was announced on all of Doritos’ channels – with a funny and irreverent launch video urging fans to order a bouquet. To drive scale we focused on the sites where Millennials spend the majority of their time – YouTube, Facebook and Twitter – creating sponsored videos and posts. Subject to limited quantities (like our Ketchup chips!), people were able to order a bouquet through our site. Roses were hand-delivered on Valentine’s Day across major Canadian markets. Our site also featured a step-by-step DIY Doritos Ketchup Roses guide for those who didn’t order in time. Luckily for Doritos the timing of the NBA all-star game coincided with Valentine’s Day and was being held in Toronto. We took full advantage. Roses were delivered to Charles Barkley and Shaq while on air for TNT, amplifying the campaign exponentially. After Valentine’s Day, we launched a compilation video of these reactions to show the how the love spread.