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
Linkedin
Wow, watch out palm oil users in Australia.
User ID not verified.
Brilliant!
Clearly not so brilliant for PepsiCo. Surely some legal “something” to come of this before it goes live.
User ID not verified.
Just say CC’s.
User ID not verified.
Great video!
User ID not verified.
Absolutely love your work SumOfUs. Great to see NFPs sticking it to big brands. Really don’t know how those people go to sleep at night.
Who knows, all this destruction may even come to bit them in the @ss in their lifetime, and in some ways I hope it does.
The sheer ignorance that some people – educated people – have towards issues like this is just frightening.
We are all on the same team folks.
User ID not verified.
Brilliant.
User ID not verified.
Over 7 million views and counting. Stand up and be counted Pepsico!
User ID not verified.