Doritos Gets Face Time in Brazil

DORITOS, a PepsiCo snack brand, has launched a collaborative storytelling campaign for its Brazilian fans on Facebook called DORITOS® Uncut. The campaign, developed by partner agencies LiveAD in Sao Paolo and Night Agency in New York, elevates the idea of social sharing and storytelling through an innovative application that allows multiple friends to tell one story, all in the hopes of having that story brought to digital life by DORITOS. The campaign launched July 11, 2011.

 

"Brazil is one of the leading countries in Internet growth in South America and has the largest online audience in Latin America," explains Renata Figueiredo from PEPSICO. "According to recent studies, Brazilians are more involved with social networking sites than the average global user, and we're eager to begin reaching this highly engaged consumer."

 

DORITOS Uncut was born from the idea that a story is often best when told from different perspectives and voices. Within the platform, fans will create the start of a story and then turn to their selected friends to tell the rest. At the end of each day, DORITOS, will choose the most liked story and turn it every day into animated illustrations, and, at the end of the campaign, the best story will be made into an animated short video.

 

This campaign marks the first large-scale Facebook initiative by DORITOS for the Brazilian market. While currently the second most popular social network, Industry experts have predicted that Facebook will take the number one spot in Brazil by 2012.