After weeks of speculation following Doritos’ latest social media post teasing square Doritos, captioned “THE SHAPE OF THINGS TO COME”, the brand—inspired by the world of limitless creativity found in Minecraft the game and the upcoming film—has announced it is digitally turning its iconic triangular shape chip square to mark its partnership with the highly anticipated A Minecraft Movie. The epic collaboration will get shoppers ready for the film landing in cinemas on 4th April, with activity including a huge digital on-pack promotion and the launch of two new flavour innovations.
Shoppers can 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 pack. Other prizes, which will be released every hour between 06:00 and 23:59, 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[1]. Marking its partnership with the bold 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 bold flavours will be available in custom 180g A Minecraft Movie-themed packaging.
Alex Nicholas, Senior Marketing Manager at Doritos, comments: “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 has already got shoppers talking, so we know that 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 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 27th January 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.
* Digital on-pack promotion: UK & ROI, 18+. Online Instant Win: Between 06:00 – 23:59 daily, 17/02/25 – 13/04/25. Purchase a Promotional Pack & scan QR code or visit joy-pepsico.eu/en-gb/find-a-doritos-square, log in or register by submitting details (full name, email address & country) & then enter unique code on-pack to find out instantly if you have found a Doritos square to win a cash prize. Keep pack for verification. Prizes: Online Instant Win: Cash: 2 x £10,000 cash, 7 x £2,000 cash, 20 x £1,000 cash, 39 x £500 cash (or € equivalent). Merchandise & Tickets: 1,183 x A Minecraft Movie merchandise, 15 x signed A Minecraft Movie posters, 750 x pairs of A Minecraft Movie cinema tickets (booking fees may apply). Prizes allocated randomly. Max 1 entry p/person p/day. Max 1 prize p/person. Wrap Up Draw (max 1 entry p/p): 00:00 14/04/25 – 23:59 06/07/25. Wrap Up Draw Prize: 1 x £500 cash (or € equivalent). For full T&Cs & Prize details, visit joy-pepsico.eu/en-gb/find-a-doritos-square. Promoter: Walkers Snacks Ltd. Minecraft is used with permission by Microsoft Corporation; this contest is not administered, sponsored or endorsed by Microsoft Corporation and Mojang AB.
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[1] Savoury snacks for MAT (data to WE30.11.24)
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