Saudi youth are increasingly digitised and tend to be more receptive to advertising that is entertaining. We wanted to leverage this insight by putting the consumer in the middle of the story rather than just advertise to them.

The story: Doritos has a great new flavour – be part of the mystery and guess what that flavour is.For the teaser campaign we utilised a number of channels to create excitement around the new flavour (TV, multiple outdoor formats, mobile and online) – all highlighting the distinctive black packaging featuring a mysterious question mark.

All channels led to the Doritos website – the place where the consumer could guess the mystery flavour.Once consumer involvement had reached its peak we then rolled out the revealer phase. For this we simply used the same channels as before, all at the same time to reveal the mystery flavour – new Hot Salsa.

In one week, over 130,000 visitors to the website, generating 35,000 votes and making 3,000 suggestions. Social Media conversations resulted in 156 threads about the mystery, worth $42,000 of free media.

We also reached 5m youth in KSA through the first-ever Mobile network roadblock.

Doritos' total brand awareness leaped from 60% to 90%, while ‘Hot Salsa’ rocketed from 0% to 55%.

This quickly converted into sales, shifting 500 tons (100 ton monthly increase – growing the category by 1%) and clearing stocks in some parts of KSA.Finally, 3-in-4 young consumers now associate Doritos as being a ‘youth brand’.