Doritos has recently been very successful with a younger target market in the UK, becoming part of their sharing occasions; parties etc. The job for the brand this year was twofold: to get a wider audience (20 -45) to understand that Doritos is what makes a party lift-off, and to grow their relatively lowly populated Facebook fanbase and Twitter presence.

So we created a band: Mariachi Doritos. Their mission was to go around the country to dull English parties and (like the product) transform them by injecting a Mexican flavour. They did this by taking tired old English classic songs and reimagining them in the Mariachi style; and by visiting as many parties across England as possible.

We had a band performing the same task as the product – adding Mexican fun to English parties. The strength of this was that they weren’t simply an advertising vehicle but a living, breathing metaphor for how the product behaves. And it cut through by not just being the usual TV idea but something that used social at its heart – and what could be more social than interacting with real parties all over the country?

The brand’s Facebook reach went from 90,898 people a week to 7,032,226. It was the most successful FMCG campaign in Facebook in 2012. The DoritosParty trend re-tweets were viewed 7,784,594 times. For all the video content we generated 14.2m video views. And best of all Doritos enjoyed a 23% uplift in sales.