Doritos Case study MARIACHI CHRISTMAS by OMD London

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MARIACHI CHRISTMAS

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Industry Confectionery & snacks, Chips
Media Case study
Market United Kingdom
Agency OMD London
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Audio Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Audio
Advertiser: PEPSICO
Product/Service: DORITOS
Agency: OMD UK London, UNITED KINGDOM
Strategy Director: Kate Osbourne (OMD UK)
Account Director: Janna Reddig (OMD UK)
Comms Planner: Daniel Underwood (OMD UK)
Digital Manager: Laura Blyth (OMD UK)
Account Director: James Myers (AMV BBDO)
Board Director: Gary Grant (AMV BBDO)
Sharing Marketing Director: Evrim Sen (PepsiCo)
Doritos Brand Manager: Taylor Jenkins (PepsiCo)
Marketing Assistant: Sunaina Singh (PepsiCo)
Account Director: Faye Johnson (Freud PR)
Account Manager: Will Cookson (Freud PR)
Digital Planner: Zoe Blake (OMD UK)
Account Director: James Myers (AMV BBDO)
Board Director: Gary Grant (AMV BBDO)

Results and Effectiveness


To our ears, Mariachi Doritos ‘Stay Another Day’ was the real Christmas number one.

Here’s the reasons why:

13 million views of our music video.

We beat the official number one single six to one on YouTube.

The most viewed and shared piece of content on YouTube in the vital week before Christmas.

The highest ever share rate on YouTube – double the previous best.

Brand awareness up by 10%. Brand love up by 11%. All in one month.

Doritos market share grew by 4%. A huge business result.



Creative Execution


We wanted to make Mariachi Doritos a hit amongst all the other Christmas music releases.
So we set our marketing campaign like a music company.

Fan support is vital to every new release. And the home of modern music discovery is online.
So we got Doritos’ half-million strong Twitter and Facebook followers to pick up on the track.
A photo of our band in full flow was posted, challenging our fans to guess the song being sung.

With the buzz underway, we released the track online. And let the fans spread it to their friends.
Reaching seven million before we’d invested a single penny of marketing money.

Then we took it mainstream. We seeded the track with music blogs. Placed the video as pre-roll to music content on YouTube.

And finally gatecrashed the big Christmas music moment.
Playing our track on radio, immediately before the announcement of the Christmas no.1.



Insights, Strategy and the Idea


Christmas is vital for Doritos. 20% of overall sales come from the festive period.
We had to get Doritos to the top of the Christmas grocery shopping lists.
But with other brands spending more, we had to make a big noise on a budget.

Christmas is party time. Party music and party food are key ingredients.
This gave Doritos an idea.
To add some spice to every Christmas party this year with a Christmas song of our own!

There’s a huge institution in the UK – the Christmas number one single.
The announcement of the chart-topper is a massive moment.

So Doritos took an all-time number one Christmas classic and gave it the Doritos treatment.
1994’s number 1: East 17’s ‘Stay Another Day’.
Given a unique Mexican flavour by Mariachi Doritos – Doritos very own Mexican folk music band.