Doritos is turning its iconic triangular shape chip square to mark its partnership with the upcoming A Minecraft Movie.
The collaboration ahead of the film landing in cinemas on 4th April includes a limited run of 100 packs containing square Doritos, a digital on-pack promotion, and the launch of two new flavours.
Individuals who find the square Doritos in Chilli Heatwave A Minecraft Movie Doritos 180g packs, available in participating stores, will win a cash prize of up to £10k. Running alongside this, shoppers can also enter the digital on-pack promotion on A Minecraft Movie promotional packs spanning the Doritos core range. The promotion will offer shoppers the chance to win up to £10k if they uncover a digital square Doritos chip when they scan a QR code, register and enter their code from the pack. Other prizes include A Minecraft Movie cinema tickets and merchandise.
The collaboration will also see two new flavours launch – The Creeper Vinegar and The Ghast BBQ. The new A Minecraft Movie-inspired flavours, which are reminiscent of key characters, come at a time when BBQ is seeing a bigger growth momentum than any other flavour in the Savoury Snacks category, and Salt & Vinegar continues to grow in popularity Marking its partnership with the new flavours, the brand is supporting retailers in attracting gaming fans to the brand and driving trial of products that will transition into permanent offerings post movie launch. The flavours will be available in custom 180g A Minecraft Movie-themed packaging.
Alex Nicholas, Senior Marketing Manager at Doritos, commented: “This collaboration between Doritos and A Minecraft Movie gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year. Also tapping into growing flavour trends with the new flavour launches, this will support retailers in maximising sales and is set to drive appeal with a wide range of shoppers. Our ‘shape of things to come’ advertising campaign teased the launch of square Doritos and has already got shoppers talking, so we know that the rare square Doritos, the digital on-pack promotion and the iconic limited edition pack designs of our new flavours will delight both A Minecraft Movie and Doritos fans alike.”
The rare square Doritos on-pack promotion will be available in Chilli Heatwave A Minecraft Movie Doritos 180g packs, across participating stores between 28th February and 10th March. The digital on-pack promotion will be available across Doritos core flavours – Chilli Heatwave, Cool Original and Tangy Cheese, in 180g, 140g and 70g PMP from 17th February until 13th April. The new Creeper Vinegar and The Ghast BBQ will be non-HFSS and available from today across Grocery and Impulse channels. The activity will be supported by a multi-million-pound media campaign, including digital, social, PR, in addition to an all new TVC.
