Anti-palm oil ad targets Doritos Crash the Super Bowl campaign

Consumer group movement SumOfUs is targeting the Doritos Crash the Super Bowl competition with a new ad calling out the brand, and its parent company PepsiCo, for using palm oil.

The spot features a couple falling in love and marrying based on a shared love for Doritos. But when the couple travels to see where “it all began”, they find a rainforest destroyed to make way for palm oil plantations.

SumofUs campaigns director Kaytee Riek said: ““Rainforests across Southeast Asia are destroyed every day to make way for massive palm oil plantations.

“Each year, PepsiCo buys 427, 500 tonnes of palm oil. Given the high profile nature of the Doritos Super Bowl campaign, we’re using the opportunity to educate consumers around the world about PepsiCo’s irresponsible palm oil sourcing policy.”

The TV ad, directed and produced by Motion Picture Company, is part of an international ad buy that will air online in the lead up to the Super Bowl and target Doritos customers on Facebook and Google.

SumofUs senior campaigner Hanna Thomas said: “We’re calling PepsiCo to stop using unsustainable palm oil in their products because it comes at a terrible human and environmental cost.  Workers in Southeast Asia, including children, are trapped in modern slavery and the clearing of rainforests and peatlands are driving species like the orangutan and Sumatran tiger to extinction, as well as releasing massive amounts of greenhouse gases into our atmosphere.”

The campaign has been timed to target Doritos announcing the 10 finalists in the Crash the Super Bowl competition, including Australian freelance director Armand De Saint-Salvy’s entry ‘Manchild’.

PepsiCo has been approached for comment.

Miranda Ward


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