Doritos is backing its ultra-spicy Roulette variant with a multimedia push.
The campaign kicks off this Sunday (7 June) with a new TV advert that will be followed by cinema and digital advertising across the summer.
Playing on the variant’s ‘gambling’ theme, the ad features a group playing a version of roulette – taking it in turns to delve into a bag of Doritos and risk taking one of the ‘seriously spicy’ chips hidden among the usual tangy cheese flavour. When someone in the group is too scared to eat one, he transforms into a chicken. The advert ends with a ‘eat another if you dare’ voice over.
Doritos Roulette hit shelves in April pitched as the brand’s “hottest flavour ever”, with the liquid used on them “10 times hotter than a Jalapeño pepper”, according to brand owner PepsiCo.
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