Doritos Square

Brand and movie franchise partnerships are a well-trodden area of marketing resulting in a basic “badging” activation. But we wanted to be bold and unexpected to create passionate engagement. We know that when the natural order of things is upset, people pay attention. So, by suggesting our famous Doritos triangular snack was going square, we evoked strong feelings, from disbelief, to rage. After we revealed that our Square Doritos claim was true, but not in the way fans were expecting, we rewarded them with a hunt for a real Square Doritos. This gave people the chance to win epic prizes and immerse themselves further in the world of Minecraft and Doritos. So, what started as a provocative post questioning the very nature of our product, evolved into an immersive experience that gave fans of both Doritos and Minecraft the chance to get their hands on a piece of history.