The first-of-its-kind exclusive LinkedIn campaign tells an evolved brand story with rich content that uniquely engages the audiences
• In another first, cameos of PepsiCo India employees in the Devil’s LinkedIn Vlog features them as influencers of the campaign
• The one-of-a-kind campaign has garnered an overwhelming response from industry experts, influencers and brand fans across LinkedIn
(Link to the Devil’s vlog)
New Delhi, 7 April 2023: True to its bold style, Doritos, the world’s number one Nacho Chip brand* is taking social media by storm with an innovative LinkedIn campaign for their latest offering – Doritos Sizzlin’ Hot. The two-minute-long campaign video is a LinkedIn-first ad that has left viewers in splits and has been appreciated by one and all for its creativity, differentiated strategy and clutter breaking visuals. Keeping with its fiery persona and unmatchable comic timing, the brand has given the Devil a humorous spin, capturing his ‘Sizzlin’ Hot’ experience as an intern at the PepsiCo India headquarters.
The Devil – Founder & CEO at Hell, lands an internship at Doritos after learning that ‘Hell’ has lost considerable market share since Doritos Sizzlin’ Hot has become the hottest thing. As an excited intern, he posts a vlog showing off his social skills, interacting with colleagues across departments and trying his best to blend in on the job, something everyone can relate to. Finally, he meets the team behind the successful Doritos launch. When he tastes the Doritos Sizzlin’ Hot chip, he admits that it is too hot for him to handle, and that he was not ready for it! Stung by its irresistible hotness, the Devil is also seen sneaking some in-house Doritos Sizzlin’ Hot packets into his backpack.
Doritos’ LinkedIn campaign has garnered an overwhelming response from industry experts, influencers, and brand fans. Sharing his thoughts on the one-of-a-kind campaign, Ankit Agarwal, Associate Director, Brand Marketing – PepsiCo India said, “With LinkedIn at the brink of exploding into a medium for brand activation, the team read the signs early and crafted a campaign that was tailored for the platform, an engaging storyline around corporate humour and a disruptive brand ambassador in the Devil! All of this with extremely strong Doritos branding and with a simple and clear message of how hot the Sizzlin' Hot chip is. The team also crafted a never done before strategy of spreading the message via the power of PepsiCo India employees, handpicked thought leaders and LinkedIn gurus. All of this has truly made it a Sizzlin’ Hot campaign! The cherry on the cake – shooting with PepsiCo employees in the PepsiCo India HQ!”
Further discussing the campaign, Vikram Pandey (Spiky), National Creative Director – Leo Burnett said, “We wanted to really bring alive the concept of ‘hotter than hell’ and what better way than to get the devil himself to attest to this. Our film builds an engaging narrative by bringing the devil alive and giving him a lesson in how to be as hot as a Doritos chip. Set at the PepsiCo India office under the premise of an internship, LinkedIn became the perfect platform to partner with for our campaign. We are thrilled with all the recognition that the campaign has been garnering.”
Inspired by the globally iconic and widely loved platform, Flamin’ Hot, Doritos Sizzlin’ Hot is one of the hottest-of-its-kind in the category that will make anyone say “Yeh #ChipsNahiFire Hai”! The introduction of this new product is a response to the increasing consumer demand of spicy flavoured snacks, with ‘chilli’ being one of the top flavour buckets that is growing rapidly in the category.
Doritos, the world’s number one nacho brand, is present in over 55 countries globally. Doritos is targeted at Indian consumers in the 18-to 30-year age bracket, residing in urban and semi-urban centres. Doritos is available in four flavours: Nacho Cheese, Sweet Chili, Sizzlin’ Hot and Masala Mayhem, and in five price points, at INR 10, INR 20, INR 30, INR 50 & INR 90. The product is available across India through a mix of large format retail chains, online channels, and neighbourhood stores.
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest food and beverage businesses in India. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade and Quaker. Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Pep+ “Winning with Pep+” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. In 2009, PepsiCo India achieved a significant milestone, by becoming the first business to achieve ‘Positive Water Balance’ in the beverage world, a fact verified by Deloitte Touché Tohmatsu India Pvt. Ltd. The company has been Water Positive since then. For more information, please visit www.pepsicoindia.co.in.