In spring 2017, @DoritosUK released Heatburst, a limited-edition line of tortilla crisps (or as Americans call them, “chips”). To introduce Heatburst, the brand turned to Twitter to reach consumers aged 16 to 30 — an audience that is leaned-in to the platform and looking to discover what’s happening, tap into culture, and interact with brands and celebrities. Doritos UK sought to be a part of the conversation on Twitter by creating its own “celebrity” — a funny, adorable, fire-breathing baby dragon — to represent the new extra-hot Doritos flavors.
The Heatburst TV and social campaign centered around the baby dragon and the hashtags #HeatWillCome and #BabyDragon. In a series of fun, quirky videos, the animated character innocently ignites virtually everything around him, including a movie theater and a miniature golf course.
As awareness for the new products grew, so did Baby Dragon’s fiery personality on Twitter. He became a character in his own right, inserting himself into current events and pop-culture moments to keep the new flavors, and Doritos brand, top of mind. Whenever Baby Dragon popped up in the Twitter timeline, there was an element of discovery and shareable content for fans. One example: Ed Sheeran got a shoutout from Baby Dragon after he sang about Doritos and wine in his hit “Galway Girl.”
Doritos UK leveraged Twitter’s range of video and creative formats, including branded emojis, GIFs, and conversational video, to rethink how to engage its audience in compelling ways.
Doritos UK’s #HeatWillCome campaign was instrumental in generating a whopping £3 million in UK sales (about $3.84 million US) during the product’s first three months on the market and double-digit value growth across the entire Doritos UK brand portfolio. The campaign was also cited within PepsiCo UK as “best in class.”