Finalist for 2024 Ad Age Creativity Award, “Best Product Launch”
The Client:
Papa Johns
The Challenge:
How could we sell out the limited edition Doritos Papadia?
The Big Idea:
The Doritos Papadia is an idea so ridiculously amazing, everyone’s going to want to take credit for it.
We kicked off the campaign with two spots: A normal product launch commercial, and that same commercial, but ‘hijacked’ by DJ Khaled, claiming it was his idea. We ran the ‘normal’ spot a day before we launched the DJ Khaled version, so then people wouldn’t know which version of the ad they were getting.
After the TV aired, we had DJ Khaled post on his IG story.
We had influencers duet Papa Johns’ post on TikTok, claiming that it was actually their idea.
We had famous Twitch streamers claim it as their idea, mid stream.
We got nearly everywhere, including the Today Show and yes, even the sky.
