{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BRANDED ENTERTAINMENT & CONTENT: PROGRAM & PLATFORMS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"SAATCHI & SAATCHI TAIWAN, TAIPEI","is_link":false},{"keyword":"TITLE","content":"DORITOS CILANTRO SWAP","is_link":false},{"keyword":"BRAND","content":"DORITOS ","is_link":false},{"keyword":"ADVERTISER","content":"PEPSICO","is_link":false},{"keyword":"AGENCY","content":"SAATCHI & SAATCHI TAIWAN, TAIPEI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"MARTIN TSAI","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"JUNO YEH","is_link":false},{"keyword":"ART DIRECTOR","content":"BOMBER WU\/AVERY CHIANG","is_link":false},{"keyword":"COPYWRITER","content":"CAMILLE TSENG","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ANN CHEN\/JACK CHANG","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"ERIN KAO\/NOLAN HUANG","is_link":false},{"keyword":"MEDIA AGENCY","content":"STARCOM TAIWAN, TAIPEI","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"JEFF LIN","is_link":false},{"keyword":"MEDIA PLANNER","content":"STEVEN KUAN\/FABIO LIN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"PEARL WU","is_link":false},{"keyword":"CLIENT DIRECTOR","content":"TINA WANG","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Doritos Cilantro partnered with popular Taiwanese drama, Good Luck. Loved for its over-the-top plotlines, the show was the perfect place for the brand to propose an absurd idea. Doritos could be used in cooking instead of real cilantro at the time of a national crisis. We worked with the show’s writers to create an organic storyline for Doritos Cilantro, instead of just a product placement. But we needed to respond in real time, creating a scene that reflected real world events while they were still top of mind culturally. This surprising plot twist created NT$20 million in earned value, drove Doritos to top trending topic on Threads and helped the flavour sell out nationally. We also created true virality, with food influencers cooking and posting their own dishes. And we turned a previously polarising flavour into a huge trend, with over 50 copycat products launched.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"150 word limit\r\n
When a familiar flavor is gone, people don’t just miss an ingredient. They miss what the completed dish represents. That underpinned our core insight - in Taiwanese food culture, a meal just isn’t complete without cilantro. That’s despite the fact that not everyone loves it. \r\n
Our approach was to seize the moment of national shortage and reframe Doritos Cilantro not as a novelty snack, but as a plausible yet crazy substitute for the real thing.\r\n
We leapt from brand advertising into culture by choosing a TV drama’s plotline to carry our message. This channel, combined with the crazy suggestion of cooking with Doritos, created a strong, talkable hook. The online chatter exploded and led to a massive uptick in sales. \r\n
We far exceeded our original goals by creating a moment in culture and a national cilantro trend. Not bad for a love-it-or-hate-it flavour. \r\n
","is_link":false},{"keyword":"STRATEGY","content":"Our media strategy was to bypass paid reach, focusing instead on an authentic, entertainment-first approach.\r\n
During Taiwan’s typhoons, prime-time TV viewership surges by over 25% as homebound audiences seek comfort in routine. We combined this data point with a real-time cultural crisis: the national cilantro shortage.\r\n
Rather than running standard ads, we hijacked the plot of Taiwan’s top-rated drama, Good Luck. We created a plot twist where a popular and very unhinged character faced a flavorless meal without cilantro. We then inserted a startling behavior into the storytelling: crushing Doritos Cilantro into a bowl of traditional vermicelli.\r\n
By treating high-reach media as a brand storytelling device rather than a tool for paid exposure, we disarmed the audience and sparked immediate curiosity. This wasn’t just a placement; it was a real-time but crazy solution for a frustrated audience that helped us own the conversation and naturally uplift sales.\r\n
","is_link":false},{"keyword":"EXECUTION","content":"Agility and narrative expertise defined our use of media. As a typhoon hit and the cilantro shortage peaked, we executed a \"fast-track\" integration into Good Luck, Taiwan’s leading prime-time drama. We bypassed traditional lead times to capitalise on a peak viewership and landed a dramatic storyline, in collaboration with the show’s writers. \r\n
A crazed cilantro lover insists she’ll lose it unless she’s served cilantro. The savvy shop owner smashes a bag of Doritos with a hammer and sprinkles the crumbs into her bowl. A trend was born! \r\n
To drive scale, we seeded the clip on the show’s official social channels. This transformed a single TV integration into a viral \"how-to\" behavior, sparking immediate social debate and creator reply videos. \r\n
Key to success was keeping the idea within the dramatic tone of the show by working closely with the writers. And allowing fans to discover it themselves. \r\n
","is_link":false},{"keyword":"RESULT","content":" Our idea drove such a huge and immediate sales uplift that the flavour sold out, with 4 times the sales of a regular new flavour launch for Doritos.\r\n
It created NT$20 million earned value and 14 million organic impressions, driven by creator responses - easily achieving our objective of driving organic reach.\r\n
The brand shot to number one trending topic on Threads, a popular source of talkable viral trends in Taiwan.\r\n
Brand image metrics also rose significantly, with “Most Popular Brand” increasing +26% and “Someone Like Me” improving +8% year-on-year, signaling renewed relevance and long term salience.\r\n
In summary? It was Doritos’ most successful new flavour launch ever and also created long-term impact for the masterbrand.\r\n
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