FOR IMMEDIATE RELEASE

Purposeful and Immersive Experience

Dennis Furniss, in collaboration with BBDO and PepsiCo, introduces the groundbreaking "One Kiss, One Donation" digital campaign for Doritos, aimed at supporting the LGBTQ community. The campaign, activated for 2 months in Mexico and Brazil, garnered global responses, leveraging TV, digital, and activation opportunities to create a virtual chain of love and respect. The campaign's underlying concept was to inspire a virtual chain of love and respect by encouraging people to share virtual kisses, ultimately resulting in over 1 million virtual kisses that were converted into a substantial donation in support of the community.

Since 2015, Rainbow Doritos and its proceeds have gone to the It Gets Better Foundation, showcasing Doritos' unwavering commitment to the Rainbow Community under the theme Pride-All-Year. The One Kiss, One Donation campaign was designed to inspire a virtual chain of love and respect, sweeping across social media and into people's hearts. The strategy, initially packaging-centric, had to shift gears due to the pandemic, resulting in a wholly online approach that generated the same level of interest, excitement, and fundraising, ultimately exceeding expectations with amazing results and global interest.

Utilizing a marketing mix of TV, social media, online, and branded activations, the campaign engaged consumers in their online universe with a cause-driven incentive. Consumers were encouraged to send photos of themselves giving a kiss to their friends, family, and loved ones, resulting in a donation. The campaign and hashtag spread across social media, fueled by fans and influencers, creating the fun, joy, and vibe of a massive pride parade in a digital experience.

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