Doritos launches on-pack promo with new flavours for A Minecraft Movie tie-in

After weeks of speculation following Doritos’ latest social media post teasing square Doritos, captioned ‘The Shape of Things to Come’, the brand has announced it is digitally turning its iconic triangular shape chip square to mark its partnership with the highly anticipated A Minecraft Movie.

The collaboration will get shoppers ready for the film landing in cinemas on 4 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 £10,000 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.

The brand said the bold new flavours will help retailers to attracting gaming fans and driving trial of products that will transition into permanent offerings post movie launch. The new flavours will be available in custom 180g A Minecraft Movie-themed packaging.

“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,” Alex Nicholas, senior marketing manager at Doritos, commented.

“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 andDoritos 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 17 February until 13 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.