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Introducing Doritos Decisions
Insight Young Canadian men do not realize that by deciding to be silent, they have decided to be part of the gender equality problem.
Idea Articulation Eliminate the notion of a neutral stance by forcing Canadians to make a decision: stand up for equal education for girls, or choose to stay silent.
EXCITE
Doritos will launch a new LTO product called, Doritos Decisions- a seemingly ambiguous new flavour, challenging Canadians to see if they are ‘bold enough’ to try it.
Decisions will be introduced through a series of OLV and social teaser content to excite consumers about what awaits inside the bag… because there is more than just chips.
INSPIRE
Amongst the tasty chips, a bold white bag will read, “Doritos Decisions. Every year, around the world, over 60 Million girls are deprived of their basic educational rights. Open this bag if you wish to CHANGE A LIFE”.
Inside, consumers will find a hand-written card from 1 of the 750 girls affected by the MLL Project. This story will explain how education has personally changed their life, asking the audience to scan the snapchat code to “DO MORE”.
EMPOWER
Once scanned, consumers will be prompted to “MAKE A DECISION” on the topic of equal education for girls. Either: 1) Learn More- student stories and MLL project information 2) Share- Doritos will donate $1 to for every post with a photo of the letter using #DoritosDecision 3) Do More- text to a 60MG volunteer to help donate your talent 4) Do Not Support - stay silent in the fight for equal education for girls.
IDEA NAME: Doritos Decisions
TARGET DESCRIPTION:
Young Canadian Males, aged 14-25, with 1 or more close female relationships (mother, sister, friend).
Aaron is a 17 year-old high-school student at St. Matthew’s in Sarnia. A popular student, Aaron is a multi-sport athlete who spends most of his time with his basketball teammates. For as long as he can remember, Aaron has looked up to his older sister, Jessica. Aaron doesn’t have many female friends, everything he knows about girls he learned from his sister -- including the importance of gender equality.
Aaron has noticed that as he has gotten older, his friends have developed a sense of humour for discriminatory comments. He recognizes that speaking up against any kind of gender inequality is the right thing to do, but he is uncomfortable with the idea of confronting his peers and chooses to remain silent.
Aaron believes that his silent stance is a neutral position and that choosing silence is neither good nor bad. Aaron does not realize that by choosing to not be part of the solution, he is choosing to be part of the problem.
INSIGHT:
Category Truth: Each person plays an important role in the fight for gender equality & in this
fight, there is no such thing as a “neutral stance”.
Human Truth: Choosing to stay silent does not feel like a decision, it feels neutral.
Consumer Insight: Young Canadian men do not realize that by deciding to be silent, they have
decided to be part of the gender equality problem.
Doritos Decisions will disrupt the current landscape of the gender equality conversation, by breaking down the notion of a silent ‘neutral position’ and forcing Canadians to make a choice.
BUSINESS OBJECTIVES: x Grow Volume: Grow Doritos 2018 Gross Sales by +3% vs. PY x Brand Health: Improve ‘Brand I Love’ +5pts vs. PY x Drive Charitable Engagement: o Generate 200,000 social posts by the end of 2018 using the hashtag #DoritosDecisions o Facilitate 2000 ‘talent donations’ through direct conversations between consumers and 60MG Coordinators
ROLE OF COMMUNICATION:
Doritos Decisions is focused on delivering a bold and disruptive message: “If you are not part of the solution, you are part of the problem. Make a decision.”
This message will create a feeling of accountability and purpose within each consumer. Unlike other brand campaigns seeking action for social causes, Dorito’s communication does not allow passive involvement. Consumers who engage with the campaign, will be immediately educated on the importance of education for women. After they understand the problem and the role they can play to fix it, the only way to progress down the campaign funnel is to make an
