Doritos One Kiss One Donation

Digital Campaign for Doritos

To elevate Doritos support of the LGBTQ community, PepsiCo created a purposeful and immersive experience through One Kiss, One Donation. Throughout the campaign the company leveraged TV, digital, and activation opportunities to create a virtual chain of love and respect that swept across social media and into people's hearts. Garnering over 1 million virtual kisses that were converted into a massive donation in support of the community.

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Doritos Rainbow by Dennis Furniss

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Digital Campaign by Dennis Furniss

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Dennis Furniss Doritos Rainbow

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Dennis Furniss Digital Campaign

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DoritosBrand Logo

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Doritos One Kiss One Donation Digital Campaign Press Releases

Explore press materials for Doritos One Kiss One Donation, available in languages such as English.

Doritos One Kiss One Donation Digital Campaign Media Articles

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Unique Properties

Since 2015, Rainbow Doritos and its proceeds have gone to the It Gets Better Foundation, by consistently supporting equality and diversity Doritos is fully committed to the Rainbow Community under the theme Pride-All-Year. To continue Doritos ongoing support for the community, in 2020 Doritos created One Kiss, One Donation, a breakthrough campaign across TV and digital. Designed to inspire a virtual chain of love and respect the campaign swept across social media and into people's hearts. The underlying concept of the campaign was to inspire people to Kiss in a virtual world in an effort to raise 1 million virtual kisses that could be converted to a financial donation to the community.

Tags

Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,

Production Technology

We leveraged a marketing mix of TV, social media, online, branded activations.

Design Challenge

Traditionally we have focued on a physical approach that was packaging centric, supported by physical and digital activations. Due to covid, we had to shift gears and create something that was wholly online, the strategy also had generate the same level of interest, excitement, and fundraising. An huge challenge that met and exceeded in terms of the amazing results and global interest.

Project Duration

Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.

Operation Flow

Enter One Kiss, One Donation. We met our consumers in their universe online. With a cause driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family and loved ones, we made a donation. The campaign and hashtag spread across social media fueled by our fans and influencers and accelerated by the goodwill that only shared values can buy. We essentially created the fun, the joy and the vibe of a massive pride parade. In a digital experience.

Research

Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.

Inspiration

Doritos has been raising awareness and celebrating the Rainbow with the LGBTQ community for many years and each year the bar is raised in terms of impact and results. Inspired by the support and generosity of Doritos and the community this year we wanted to make a personal connection between people during a year of social distancing.

Image Credits

All images are property of PepsiCo International

Project Overview

Doritos One Kiss One Donation Digital Campaign has been a Golden winner in the Advertising, Marketing and Communication Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Gold A' Design Award is granted to designs that demonstrate a high level of innovation and a significant impact on their intended audience. Recognized as a major achievement by the A' Design Awards, these designs are characterized by their visionary approach and the exceptional skill of their creators. Winners of the Gold A' Design Award are noted for their ability to push the envelope in art, science, design, and technology, delivering solutions that not only meet but exceed expectations. These designs serve as benchmarks for excellence, encouraging further innovation and inspiring future generations of designers.

Golden Recognition

Dennis Furniss was recognized with the coveted Golden A' Design Award in 2021, a testament to excellence of their work Doritos One Kiss One Donation Digital Campaign.

Dennis Furniss Press Releases

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Doritos One Kiss One Donation Campaign

Dennis Furniss Unveils Breakthrough Digital Campaign for Doritos

Dennis Furniss Newsroom

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