[NYC20]




Key Dates

12 February - Launch Event
28 May - Standard Deadline
7 December - Final Deadline
8 December - Judging
10 December - Winners Announced
17 December - Awards Presentation

Doritos Rainbow - Mexico [DRAFT]

Project Overview

The Doritos Rainbow program centered on packaging and was activated across Gay Pride Parades and music festivals as an experience that travelled to millions of people worldwide.

Organisation

PepsiCo, Inc.

Project Brief

In summer of 2019, we set forth on a mission to land Doritos Rainbow in the hearts of the LGBTQ+ community and Latin Americans everywhere. By delivering a meaningful message, we sought to celebrate the LGBTQ+ community with the people of Mexico and Brazil by creating unique local experiences that would inspire the world. Doritos Rainbow was hailed as innovative and effective, resulting in greater awareness of Doritos as a brand that supports the Rainbow movement. Impacting millions of people, the strategy was about breaking down barriers by bringing everyone together with ONE BOLD MESSAGE.

Project Innovation/Need

The Doritos Rainbow program centered on packaging and was activated across Gay Pride Parades and
music festivals as an experience that travelled to millions of people worldwide. In the summer of 2019, we set forth on a mission to land Doritos Rainbow in the hearts of the LGBTQ+ community and Latin Americans everywhere. By delivering a meaningful message, we sought to celebrate the LGBTQ+ community with the people of Mexico and Brazil by creating unique local experiences that would inspire the world!

Design Challenge

Following the success of Rainbow in 2018, we revisited the idea of Rainbow to see how we could create an even better and more significant experience. We wanted to more directly support the LBGTQ+ community locally and also increase awareness. So the idea of the Kiss was born, and in less than 10 weeks, the project was put together. To move quickly, we needed to be resourceful. As one team, our designers and marketers did everything together. We were the concept creators, the models, the makeup artists, and the art directors.

Effectiveness

Doritos Rainbow was hailed as innovative and effective, and it also resulted in greater awareness of Doritos as a brand that supports the Rainbow movement. Impacting millions of people, the strategy was
about breaking down barriers by bringing everyone together with ONE BOLD MESSAGE.




This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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