Led by the design team of PepsiCo Design & Innovation and to showcase their ongoing support for the LGBTQ+ community, Doritos® Brazil and Mexico teamed up in 2020 for a fully integrated cause marketing campaign, Doritos Rainbow, One Kiss, One Donation.
Doritos Rainbow was awarded a 2021 Good Design Award by The Chicago Athenaeum: Museum of Architecture and Design and The European Centre for Architecture Art Design and Urban Studies.
Through TV, digital, and retail they created a virtual chain of love and respect that swept across social media and into people’s hearts.
The underlying goal of the campaign was to gather 1 million virtual kisses that were converted into donations to support the LGBT + community and their families.
The biggest challenge for a pride celebration during COVID-19 is, well, COVID-19.
We were faced with a global pandemic that forced us to rethink the traditional sponsorship of parades and gatherings.
These symbols of community exude the outpouring of freedom and joy that punctuate pride.
Doritos is a brand that’s not afraid to take a stand.
In countries where three-quarters of the LGBTQ+ population has documented cases of discrimination, they weren’t about to pass up an opportunity to show their support.
They met our customers 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, Pepsi made a donation.
The campaign and hashtag spread across social media fueled by fans and influencers — and accelerated by the goodwill that only shared values can buy.
They essentially created the fun, the joy and the vibe of a massive pride parade… in a digital experience.
The true success of this program was to humbly witness the concentric waves of love, joy, and support rippling throughout Brazil and Mexico.
Waves that captured, provoked and supported the hearts and minds of LGBTQ+ folks throughout Latin America.
35 million people on social media with an 80% awareness from our target audience were reached.
200 million media impressions were made, almost all of which were earned, equalling a two million dollar buy.
Sales increased by 10pp vs the same time last year, and Pepsi was featured on CNN, Globo, Veja, Huffpost, Uol, Estadão, Folha, and others.
And the best part? By the end of the campaign, Doritos donated one million so this important work can continue.
Project: Doritos Rainbow
Designers: PepsiCo Design & Innovation, PepsiCo.
Client: PepsiCo.
