She’s bringing the pop, it’s bringing the chips and, together, Doritos and Rihanna are making sweet, multimedia music.
This October, the PepsiCo brand unveiled its latest global Doritos campaign in promotion of its “Late Night” flavours, All Nighter Cheeseburger and Last Call Jalapeno Popper. The star of the campaign is pop singer Rihanna, whose likeness is featured on-pack for a limited time along with a glyph that activates an augmented reality concert experience on the Doritos Late Night website.
Although the campaign is global, it has a unique face in a handful of countries via partnerships with up-and-coming bands. In Canada, Toronto’s Down With Webster is the featured band, starring in a unique “360-degree” video on the Late Night website, filmed with a camera that lets the viewer control the viewpoint. 
The idea for the campaign stemmed from a global marketing meeting, in which Doritos’ partnership with pop punk band Blink 182 last year was brought up with enthusiasm, Andrew Sutherland, director of marketing, core brands, PepsiCo Canada, says. The decision was made to develop an entire campaign around it this year, and use it to build up the new Late Night flavours.
The media plan supporting the campaign is entirely
music-themed, using CTV’s MuchMusic and Astral’s MusiquePlus to reach the brand’s young target demo. The plan includes the channel’s first-ever co-branded band content in the form of a blog promoting both the brand and the band, a series of two-minute TV spots and a sponsored 30-minute Rihanna special this month.
Canadian agency credits for the promotion include Jetstar for Down With Webster, Proximity for digital, BBDO on the Down With Webster video and OMD on the media buy.