Doritos: Beating the Unbeatable

Tortilla chips brand Doritos increased sales in China by engaging millennial gamers in a fight against the League of Legends world champion.

Campaign details

Brand: DoritosLead Agency: Mindshare ChinaRegion: APAC

Strategy

Objective

Glory.

Kids in China dream huge. They love to take on challenges (51.8%) because they dream to stand out (50.4%) and emerge victorious.

E-sports is the youth's arena today.

Target Audience

At least half of Chinese millennials are already seeking glory as e-sports gamers, and this is the opportunity to let the Doritos audience "release their inner bold."

Just like in any game, kids want to beat the boss.

Creative Strategy

Faker is the super star king of the world's most popular game, League of...

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Insights Team
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