BUZZ NEWS

Brazil’s Giant Bag of Doritos

Posted on November 25, 2008
Jessica Hartstein

Remember the Immaculate Baking Co.’s 2003 “world’s biggest cookie”? How about that good old elementary school fair game of “how many jelly beans are in the jar?” Ever wondered what you would get if you combined these two concepts? Doritos and our friends at Cubocc in Brazil have brought us the answer: the world’s biggest Doritos bag + a “how many Doritos are in the bag” contest.

The giant bag full of real Doritos was made for a month long multi-faceted Doritos campaign in São Paulo. How big are we talking? The bag was over 3 meters tall and weighed 132 kg. Throughout the month, Internet users were given the opportunity to guess how many Doritos were inside of the hanging bag by going to the Doritos Brazil website. The idea was to award the bag to the participant who guessed the correct number of Doritos. I can’t help but wonder how much dip the lucky winner had to buy for his/her celebration party.

To help create buzz, the folks at Cubocc set up a 24/7 Internet broadcasting system of the hanging bag. The giant Doritos bag attracted unexpected shows like mariachi bands and rock bands, all shown live on the Doritos website.

Check out this quick video:

To make the campaign go the 2.0 distance, Doritos also offered 5kg Doritos bags to members of the “I want a 5KG Doritos” community on Orkut, the most popular social network in Brazil. The 5kg bags were also sent to bloggers, journalists, and Twitter users in order to maximize the campaign’s buzz potential. A Giant Doritos Flickr page was developed, too. Making full use of the Flickr possibilities, the Doritos website even showcased some of these pictures of consumers and their 5 kg Doritos bags.

Judging from the skyrocketing Dorito Brazil Google figures for the month of the campaign, it is safe to say that the buzz spread like crazy. This street marketing/2.0 campaign was a huge hit in Brazil. Congratulations Cubocc and Doritos for engaging consumers.