Today, in collaboration with PHD and its specialist content and social team, Doritos is launching the ultimate mouth-watering iteration in the world famous Flamin’ Hot range – Doritos Flamin’ Hot Cheese Supreme. PHD is responsible for the digital and OOH placement, social editorial, and media partnerships, including the market-first music partnership on TikTok between a brand and an artist in Australia.
PHD developed a multi-channel campaign to celebrate the evolution from Cheese Supreme – Australia’s favourite corn chip flavour – to the Flamin’ Hot range. The campaign is spearheaded by a Branded Hashtag Challenge on TikTok. The custom soundtrack for the #DoritosFlaminHot challenge was written and produced by famed electronic duo Adam Hyde and Reuben Styles of Peking Duk, making it the first time a soundtrack created between a brand and an artist has featured on the platform in this market. It will be supported by several other Australian creators and will invite the TikTok community to demonstrate how Doritos Flamin’ Hot Cheese Supreme has helped ignite and unlock their boldest and spiciest selves through dance, music and more.
Says Alex Williams, planning director at PHD Australia: “It’s great to see the team’s hard work over the past few months culminate in an innovative campaign and a platform first for Australia. Doritos is always looking to push the boundaries and demonstrate their bold personality within their communications and use of media, and we are proud to help them in this creative and imaginative way.”
Says Brett Armstrong, general manager, global business solutions, TikTok Australia: “We’re excited about this campaign because it celebrates the power of music and creativity in TikTok’s sound-on environment. As the first music partnership to launch down under, this raises the bar for brands in terms of how they connect with today’s generation by embracing the native, fun and authentic style of content on TikTok. We can’t wait to see how the TikTok community brings the campaign to life through creative expression and participation.”
Says Lynn Rutherford, marketing manager for Doritos: “We love working with the team at PHD who always rise to the challenge of bringing us exciting new ideas and raise the bar with their response to each new brief. It’s a great collaborative partnership.”
Creative Agency: Isobar
Media Agency: PHD Australia
Artist: Peking Duk
Talent Agency: Myriad Mgmt
Production House: Sony Music