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Soap or Goat
The great Coriander debate… people either love it or hate it, there’s no middle ground. Haters say it tastes like soap, others can’t get enough. Doritos Coriander steps in as the catalyst that fuels widespread debate on the soap-like flavour of coriander.
INSIGHT: Coriander is Australia’s #1 polarising flavour with almost 1 in 5 people thinking it tastes like soap.
HOW WE BROUGHT THIS TO LIFE?
OOH:
To get trade PR we bought digital OOH in immediate proximity to Lush and Aesop stores, crafting OOH that hijacks their branding and messaging to promote Doritos Coriander by boldly and unexpectedly facing into the haters belief that coriander taste like soap.
GIVEAWAY:
We ran a social giveaway with a mechanic that engages our coriander lovers and haters. We will initiate debate asking the question, do you love or hate it, which then open up our comments section as a place for them to hash it out. The best answers will receive a pack of Doritos Coriander. This will run at the same time digital OOH goes live.
EARNED MEDIA:
Two-pronged approach; consumer and media.
Consumer: Fuel debate around the polarising flavour of coriander, tapping into the cultural conversation of corianders soap-like taste to some, and not others (lovers vs haters). Product to be sent to media in soap themed mailers with a concept that engages recipients in the debate.
Marketing trade: Push the OOH activation to trade media as a brand stunt piece.
WHAT HAPPENED:
Throughout the competition, we noticed winners were trying to sell the limited edition on platforms like Facebook and Ebay for large amounts (ranging from $100 - $3000)!
We planted a fake billboard in SOC that showcased how people were selling their limited edition packs, joining in on the fun and continuing to encourage people to comment for a free pack of Coriander.
Seeing the hype and exclusivity of Coriander Doritos, we auctioned the last Doritos Coriander on eBay, donating and matching the funds to Doritos partner ReachOut, Australia’s leading youth mental health service. Social pieces to support this included a story of the eBay auction with a countdown, and a social media post to build on this momentum and encourage people further bidding.
We ended the campaign on a high! While Coriander may divide us, taking action on mental health is something we can all support and can bridge the Doritos partnership with ReachOut further ahead of next years Purpose Campaign.
