I have to confess that a few months back when I saw Argentina's Doritos TV Campaign 'Que Vuelvan Los Lentos' (Bring back slow dancing) I didn't quite get it. In a terrible brand manager attitude I kept asking myself what was the product link between slow dancing and our famous tortilla chip brand.
This week in London, I had the opportunity to watch Carlos Menendez, PepsiCo Snacks' Marketing Director for Argentina/Chile, present the strategy and I realized how wrong I was and how powerful the campaign really is. Well, let me step back. It's not really a campaign. The Doritos Team in Argentina launched a cultural movement. In his own words a 'crusade'. A crusade to bring back slow dancing to a generation that is all about electronic music.
The new agency we are working with in Brazil, Strawberry Frog, talks a lot about the need to evolve the traditional advertising campaign and create cultural movements where brands embrace a cause... and hopefully inspire others to follow, interact, express themselves, take part in. A powerful concept.
And that's exactly what happened in Argentina, Doritos did launch a TV movement to bring back slow dancing but the movement created a life of its own. Thousands of communities were formed in social networks, dozens of radio stations and clubs altered their music programming and a slow-dancing flash mob (probably the world's first) took place at the Buenos Aires planetarium, bringing thousands of teens together.
Thanks Carlos Menendez in showing me the power of a true cultural movement, where the brand plays a strategically important role as an enabaler in bringing a memorable experience to consumers. And how the message is just a spark that can transform in something very big. Great story.