Doritos' One Kiss, One Donation: A Digital Campaign for Pride

Designer Dennis Furniss Creates a Virtual Chain of Love for the LGBTQ Community

Doritos has a history of celebrating and supporting the Rainbow with the LGBTQ community. Since 2015, the proceeds from Rainbow Doritos have gone to the It Gets Better Foundation, demonstrating Doritos' commitment to equality and diversity. The One Kiss, One Donation campaign is a continuation of this support, aiming to raise 1 million virtual kisses that can be converted into a financial donation for the community.

The campaign was launched across TV and digital platforms, with a marketing mix that included social media and online branded activations. The underlying concept was to inspire people to "kiss" in a virtual world, creating a personal connection during a time of social distancing. The campaign and its hashtag spread across social media, fueled by fans, influencers, and the shared values of the community.

One Kiss, One Donation was activated for two months in Mexico and Brazil, but garnered responses from around the globe. The campaign was designed to meet consumers in their online universe, with a cause-driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family, and loved ones, a donation was made.

Despite the challenges of shifting from a physical, packaging-centric approach to a wholly online strategy due to COVID-19, the campaign generated a high level of interest, excitement, and fundraising. The result was a fun, joyous, and vibrant digital experience akin to a massive pride parade.

In recognition of its innovative approach and significant impact, the One Kiss, One Donation campaign was awarded the Golden A' Advertising, Marketing and Communication Design Award in 2021. This prestigious award is granted to outstanding creations that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.