Turning Snacking into a Game of Chance

Insight:
Doritos Roulette isn’t just a snack—it’s a thrill. Every chip is a gamble between deliciously cheesy or unexpectedly fiery. Gen Z audiences, who thrive on spontaneity and shareable moments, were the perfect fit for this playful tension. The challenge? Turn the unpredictability of Doritos Roulette into a viral social experience.

The Strategic Solution:
We combined the worlds of gaming, music, and snack culture to fuel a TikTok-native campaign that amplified the chaos and fun of biting into the mystery chip.

• Created an original TikTok track designed for duet challenges

• Partnered with 6 high-impact influencers to kick off the hashtag

• Invited users to show how one spicy chip could instantly flip their mood, their song, or their gameplay

The hashtag #DoritosDuetRoulette became an interactive game, driving massive user participation and proving that the right chip (or the wrong one) could change everything.

Results:

• 10 billion views on TikTok

• Hundreds of UGC videos flooding the platform

• Winner of a Webby, One Club, and Clio Award for excellence in branded entertainment