Music campaign by Doritos and Żabson

The cult brand Doritos finally had its premiere on the Polish market and decided to welcome all fans in a unique way. She has established cooperation with Żabson, whose artistic activity perfectly reflects the brand slogan “For the bold”. The action consisted of two parts: the placement of the product in the music video for the song “Trapollo” and the surprise concert, which took place during the event “Doritos Challenge Warsaw #forthebold” on the Vistula River.

Target

There is no doubt that thousands of fans were waiting for Doritos to appear on the Polish market. However, how to launch a new product so that the media and consumers talk about it for weeks? Best in collaboration with the most popular musicians, who are guaranteed to reach a huge audience.

Realization

The brand has opted for a custom promotional campaign. In the first installment of the collaboration, Doritos nachos “appeared” in the artist's latest hit music video entitled “Trapollo” — as part of the placement, the package appeared twice in the foreground. Then Żabson performed with an unexpected concert at the Doritos welcome party.

Findings

The video, which was not supported by advertising, generated almost 9 million organic views in a short time! Fans left 87% positive comments, and the engagement rate was 2.4%.

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