PHD and Pepsico release new Flamin’ Hot Doritos campaign with Peking Duk

PHD and Pepsico have released a new campaign for Flamin’ Hot Doritos with Australian band Peking Duk, via Tiktok.

The announcement:

Today, in collaboration with PHD and their specialist Content & Social team, Doritos is launching the ultimate mouth-watering iteration in the world famous Flamin’ Hot range – Doritos Flamin’ Hot
Cheese Supreme. PHD is responsible for the digital and OOH placement, social editorial, and media partnerships, including the market-first music partnership on TikTok between a brand and an artist
in Australia.

PHD developed a multi-channel campaign to celebrate the evolution from Cheese Supreme – Australia’s favourite corn chip flavour – to the Flamin’ Hot range. The campaign is spearheaded by a
Branded Hashtag Challenge on TikTok. The custom soundtrack for the #DoritosFlaminHot challenge was written and produced by famed electronic duo Adam Hyde and Reuben Styles of Peking Duk,
making it the first time a soundtrack created between a brand and an artist has featured on the platform in this market. It will be supported by several other Australian creators and will invite the
TikTok community to demonstrate how Doritos Flamin’ Hot Cheese Supreme has helped ignite and unlock their boldest and spiciest selves through dance, music and more.

Alex Williams, Planning Director at PHD Australia said, “It’s great to see the team’s hard work over the past few months culminate in an innovative campaign and a platform first for Australia. Doritos
is always looking to push the boundaries and demonstrate their bold personality within their communications and use of media, and we are proud to help them in this creative and imaginative

Brett Armstrong, General Manager, Global Business Solutions, TikTok Australia, added, “We’re excited about this campaign because it celebrates the power of music and creativity in TikTok’s sound-on environment. As the first music partnership to launch down under, this raises the bar for brands in terms of how they connect with today’s generation by embracing the native, fun and
authentic style of content on TikTok. We can’t wait to see how the TikTok community brings the campaign to life through creative expression and participation.”

Lynn Rutherford, Marketing Manager for Doritos said, “We love working with the team at PHD who always rise to the challenge of bringing us exciting new ideas and raise the bar with their response to
each new brief. It’s a great collaborative partnership.”

Source: PHD media release


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