How Doritos #BlameItOnCrunch campaign stirred up influencer community to organically create posts for brand

Doritos has launched its latest digital campaign, #BlameItOnCrunch. With this campaign, the brand has created a unique series, instigating people to capture moments of disruption that they see around themselves every day and #BlameItOnCrunch of Doritos.

 

 

 

 

 

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A post shared by Doritos India (@doritosindia) on Aug 27, 2020 at 11:36pm PDT

The campaign is executed by VMLY&R.

Doritos is known for its intense flavours, triangular spark and tooth-rattling crunch and has inspired brands such as Fevikwik and Policybazaar to join the brand banter. Furthermore, over 1,000 leading influencers or ‘Doritians’ organically joined the campaign and were seen going for the bold in a fun and engaging way.

The campaign has seen an engagement of 1.5 million with over 700 posts and 400 stories garnering cumulative impressions of 9.4 million. The brand speaks to younger audiences of India with an attitude that fuels the power to change the world for good with great, disruptive thoughts.

Brands posts:

Influencer’s post:

Dilen Gandhi, Senior Director and Category Head, Foods, PepsiCo India, said, “#BlameItOnCrunch is a simple idea that reflects the product proposition of Doritos in the brand’s own style and humour. The intense flavour and tooth-rattling crunch resonated seamlessly with the Doritians who shared their moments of disruption caused by the power of a Doritos crunch. Consumers appreciated the campaign as more than 95% influencers have posted organically, showcasing various creative renditions and having fun while doing so.”

Commenting on the partnership, Samir Sethi, Head of Brand Marketing, Policybazaar, said, “It was a great experience collaborating with PepsiCo on the campaign. We hope to collaborate with them in the future as well, to increase the awareness of Health Insurance and Term Life Insurance in India, and to engage consumers.”

Amandeep Singh, Business Director, VMLY&R, said, “VMLY&R is a huge believer in the KISS principle — keep it simple and silly. We wanted to establish the bold tonality that Doritos carries internationally with its crunch in the Indian market as well, so our creatives took the simplest route possible— every distortion you see around yourself is the crunch effect, so simply #BlameItOnCrunch.”