We launched on the market two flavors, but only one could survive.

Our target was asked to decide how the flavor that wasn’t loved by them should be destroyed. The most creative sentence was awarded 20.000€ and 1% of sales. Plus, the best idea of destruction would be turned into a real TV commercial. An authentic co-creation, including revenue share.

We created an ad hoc website - destruyeuno.es - where our audience decided, which flavour must survive and which

one should be destroyed. The campaign was launched during the TV show El Hormiguero, and one of its most famous protagonists “El Hombre de Negro”, him being famous for destroying things in spectacular ways. Turning his usual intervention of experiments and special effects within the program into a laboratory of destructions.

More than 20.000 proposals of destruction were submitted on destruyeuno.es

Doritos increased sales from -9% to +15% during the campaign and returned to be loved by the Millennials.

* Top of mind among our target jumped from 1% to 4%.

* Unaided awareness increased from 10% to 16%.

* Flavor preference of Doritos products climbed from 19% to 27%.

Never destroy a product had been so profitable and exciting!