Doritos is renowned for its bold and creative marketing campaigns, often pushing boundaries to connect with diverse audiences. From iconic Super Bowl commercials to engaging social media content, the brand has established itself as a cultural trendsetter. 

However, a recent partnership with transgender influencer Samantha Hudson sparked significant backlash, escalating into a polarizing PR crisis. 

This article reviews Doritos' controversial campaign with Samantha Hudson, focusing on the backlash, the brand's response, and the crucial lessons for marketers when running influencer marketing campaigns.

The Partnership: Context and Objectives

The campaign aimed to champion inclusivity and representation, aligning with Doritos’ commitment to celebrating diversity. By collaborating with Samantha Hudson—a prominent figure in the LGBTQ+ community—Doritos sought to:

• Connect with younger, socially conscious audiences.
• Highlight themes of authenticity, individuality, and empowerment.
• Reinforce its image as a progressive brand.

Hudson’s creative and advocacy-driven content made them an ideal partner for a campaign designed to spark meaningful conversations around acceptance and self-expression.

The Influencer’s Profile

The chosen influencer, Samantha Hudson, is a prominent figure in the LGBTQ+ community, known for advocacy and creative content. With a significant following on platforms like Instagram and TikTok, their audience—largely Gen Z and millennials—values inclusivity and representation. Their focus on self-expression and breaking stereotypes made them an ideal fit for a campaign promoting acceptance and sparking meaningful conversations.

Why the Partnership Didn’t Work

Despite the campaign’s good intentions, several factors contributed to its failure to resonate with all audience segments:

• Lack of Audience Alignment: The campaign prioritized inclusivity but alienated a segment of Doritos’ traditional customer base, who felt disconnected from the messaging.
• Insufficient Risk Mitigation: Doritos underestimated the potential for backlash and failed to adequately prepare for the polarizing debate the campaign would trigger.
• Inadequate Influencer Vetting: While Samantha Hudson aligned with the campaign’s inclusivity goals, the brand overlooked the broader implications of choosing a politically charged figure, which heightened the controversy.
• Weak Communication Strategy: The brand’s response, while consistent with its values, lacked the nuance required to engage moderate critics and explain the campaign’s intent effectively.

These missteps underscore the importance of comprehensive planning, audience analysis, and influencer vetting in socially sensitive campaigns.

The Crisis: Backlash and Controversy

While initially lauded for its inclusivity, the campaign quickly faced backlash from various groups:

• Critics accused Doritos of engaging in "woke marketing," leading to trending hashtags like #BoycottDoritos and #GoWokeGoBroke.
• Conservative organizations criticized the campaign, framing it as politically divisive.
• Advocates and allies praised Doritos for standing by its inclusive messaging.

The polarizing debate intensified on social media and mainstream platforms, turning the campaign into a national conversation about corporate responsibility and inclusivity.

Doritos’ Response: Managing the PR Crisis

Doritos addressed the controversy by reaffirming its commitment to inclusivity. The brand issued a neutral yet firm statement, avoiding direct engagement with inflammatory comments. This approach:

• Respected its inclusive values and LGBTQ+ allies.
• Left some critics and moderate consumers dissatisfied.
• Highlighted the challenges of balancing inclusivity and audience expectations in sensitive campaigns.

Despite the backlash, Doritos’ steadfast support of Samantha Hudson demonstrated its dedication to inclusivity, underscoring the complexities of navigating socially charged issues in marketing.

Brand Safety Lessons for brands

1. Align Campaigns with Brand Values

Authenticity builds trust. Campaigns should reflect a brand’s core values and resonate with its audience.

• Example: Nike’s Colin Kaepernick campaign showcased the power of standing firm on values, earning both criticism and loyalty.

2. Anticipate Potential Backlash

Conduct thorough risk assessments and pre-launch testing with diverse focus groups to identify potential pitfalls.

• Example: Gillette’s “The Best Men Can Be” campaign faced criticism but maintained its integrity with a measured response.

3. Prioritize Influencer Vetting for Brand Safety

Effective influencer vetting minimizes risks and strengthens campaign credibility.

• Tools like Phyllo’s Brand Safety product provide:some text
  • Insights into influencers’ social media history, audience demographics, and engagement patterns.
  • Automated reviews of posts (captions, images, videos) for sensitive content like hate speech, indecent material, or political opinions.
  • Customizable keyword scanning to ensure alignment with brand ethos.

By leveraging such tools, brands can avoid partnering with influencers whose content conflicts with audience expectations or sensitivities.

4. Stand Firm on Inclusivity

Backtracking under pressure erodes trust. Brands committed to inclusivity must be prepared to defend their messaging.

• Example: Ben & Jerry’s unwavering stance on social justice reinforced its reputation as a purpose-driven brand.

5. Develop a Robust Crisis Management Strategy

Prepare for fallout with a strong crisis management plan that includes:

• Values-based messaging.
• Transparent and rapid responses.
• Engagement with supportive communities.
• Example: Starbucks’ response to racial bias incidents through bias training and open communication demonstrated effective crisis management.

How Brand Safety Products Can Help

Brand Safety products offers comprehensive solutions for brands aiming to mitigate risks in influencer marketing campaigns. Key capabilities include:

• Multi-modal content scanning: Analyzes text, audio, images, and video across platforms (Instagram, TikTok, X/Twitter, LinkedIn).
• GARM compliance: Flags content based on criteria like hate speech, violence, and indecent material.
• Customizable filters: Allows brands to scan profiles for specific keywords, themes, and topics.
• Historical data review: Tracks content up to seven years (or more upon request).
• Contextual AI: Extends beyond keyword matches to include derivatives and related terms.

There's solutions on the market which enable you to automate parts of the brand safety review process for an influencer. And the most comprehensive one by far is Phyllo's in-house Brand Safety solution. If you're looking for one, you would be quite pleased to learn how it automates the entire workflow of finding, vetting, reviewing, and tracking influencer's online presence. Thus ensuring alignment with brand values and minimizing the risk of controversy.

Key Takeaways for Marketers

1. Authenticity Matters: Align campaigns with core values to build trust.
2. Preparation is Key: Anticipate backlash through comprehensive planning and testing.
3. Vetting Influencers is Essential: Utilize tools like Phyllo to ensure partnerships resonate with target audiences and minimize risks.
4. Stand by Principles: Defending values fosters stronger audience connections.
5. Turn Challenges into Opportunities: Thoughtful responses to controversy can amplify positive messaging and champion meaningful causes.

By combining strategic planning, unwavering commitment to values, and advanced tools like Phyllo’s Brand Safety product, brands can navigate complex social issues while building loyalty and driving meaningful change.

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