DORITOS® Brazil Gets Uncut
Sao Paulo based LiveAD partners with New York based Night Agency to create social storytelling Facebook campaign for global CPG brand
Jul 11, 2011, 11:33 ET
NEW YORK, July 11, 2011 /PRNewswire/ -- DORITOS®, a PepsiCo snack brand, has launched a collaborative storytelling campaign for their Brazilian fans on Facebook called DORITOS® Uncut (www.facebook.com/doritosbrasil). 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 launches July 11, 2011.
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.
"Brazil is one of the leading countries in Internet growth in South America and has the largest online audience in Latin America," explained 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."
"Social is growing at runaway speeds here in Brazil and global brands are looking to Brazilian agencies to create programs and campaigns specifically for this market," explained Lucas Mello, CEO LiveAD. "For DORITOS®, we've created a truly unique consumer experience that is 4.5 steps ahead of the game by partnering our creative expertise and deep understanding of the Brazilian consumer with the Facebook development know-how of New York based Night Agency."
"There's no denying the power of storytelling, especially within the social space, and this campaign takes DORITOS® further than any other brand has gone in Brazil from a digital, UGC and social perspective," said Evan Vogel, Co-Owner and Managing Partner of Night Agency. "However the challenge is in truly understanding both the Brazilian consumer and the boundaries of what can be created within the confines of Facebook. Cutting and pasting a U.S. page will not necessarily work for this market, which is why our partnership with LiveAD is invaluable."
In addition to Facebook media and partner blogs, DORITOS® Uncut will be promoted on about 20 million DORITOS®' packages at retail through two months campaign, driving customers to the brands Brazilian Facebook page.
About LiveAD and Night Agency
LiveAD is one of the hottest digital shops in Sao Paulo city, Brazil and works with a variety of brands including Nike, Kettle One, J&B, DORITOS®, C&A, Multishow, Lacoste, and Oi (mobile carrier). Founded in 2004, Night Agency is an independently owned full service digital agency headquartered in New York. For more information visit http://livead.com.br/ and www.nightagency.com.
About PepsiCo
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses – QUAKER®, TROPICANA®, GATORADE®, FRITO-LAY®, and PEPSI-COLA® -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
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SOURCE Night Agency