The campaign includes the first music partnership on TikTok between a brand and an artist in Australia.
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 to the Flamin’ Hot range.
“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," says Doritos marketing manager Lynn Rutherford.
"It’s a great collaborative partnership.”
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.
“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," says PHD Australia planning director Alex Williams.
"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.”
TikTok Australia general manager, global business solutions Brett Armstrong says the campaign 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," says Armstrong.
"We can’t wait to see how the TikTok community brings the campaign to life through creative expression and participation.”
Creative Agency: Isobar
Media Agency: PHD Australia
Artist: Peking Duk
Talent Agency: Myriad Mgmt
Production House: Sony Music