What it had to solve
The collaboration — Flame Grilled Whopper flavour Doritos — leans on Burger King's flame-grilling heritage, and the pairing is unexpected enough that, as Doritos put it, 'only few would expect' it.
The idea
The reveal was the flavour claim itself: burn a 'Flame Grilling since 1954' hoarding outside a Burger King and let the fire do the taste demo
How it works
Splendid Communications masterminded a controlled conflagration: a 48-sheet hoarding sporting the tagline 'Flame Grilling since 1954' went up in flames in front of a Burger King outlet, backed by a YouTube film and social activity. Restaurant goers warmed themselves in front of the burning advert as weeks of speculation closed.
What it did
The elemental campaign proved 'an instant hit among restaurant goers', and Doritos saw the reaction play out on social media; no sales or view figures are reported.
Background
To kick off its partnership with Burger King and launch Flame Grilled Whopper flavour Doritos, Doritos staged a controlled fire: a 48-sheet billboard hoarding went up in flames in front of a Burger King outlet, sporting the tagline 'Flame Grilling since 1954'.
The stunt, masterminded by Splendid Communications, brought weeks of heated social-media speculation to a close. Backed by a YouTube film and social activity, it proved an instant hit among restaurant goers, who warmed themselves up in front of the combustible advert.
'People often say there's no smoke without fire and a few onlookers started to put two-and-two together,' a Doritos spokesperson said. 'Our collaboration is something only few would expect... The triangle Whopper is here!'
Why it lands
The medium is the message: the billboard's destruction demonstrates flame-grilling more directly than any product shot.
It caps a teaser phase with a public, physical event people can gather around, film and post.
Two brands each famous for one trait — fire, chips — make the pairing itself the story.
What you can take
A product's production method can be the media: staging the claim as a spectacle turns an ordinary collab launch into something people gather around and film.
Since then
The material records the launch stunt and its social attention; no sales results are reported.
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