Daily Insights

Doritos Dips Into TikTok

By: Mackenzie Baker | Dec 24, 2020

Doritos revives a 1990’s snack food staple on TikTok through a new nostalgia-driven campaign. The food brand will resell its Doritos 3D Crunch chips for a limited-time, with new flavors included in the launch. 

Originally released in 1998, Doritos 3D Crunch makes a re-appearance through two new flavors: Spicy Ranch and Chili Cheese Nacho. The snack’s reintroduction campaign features actress Ali Landry, who was the original face of the Dorito 3D crunch campaign 22 years ago. The actress will star in a series of social media promotions advertising the snacks, which will be available in grocery stores beginning December 28. In order to introduce the snacks to a new generation of fans, Doritos created a chips challenge on TikTok, where users can post videos of themselves catching the Doritos 3D Crunch in their mouths in the “boldest ways possible”. Campaign participants can share their videos with the hashtag #Doritos3DChallenge, with Doritos resharing the best ones on its own channels. Using TikTok could spark success with younger consumers in particular, whose increased demand for nostalgia has inspired many brands this year. 

With its 3D Crunch campaign, Doritos can also tap into changing consumer taste buds, such as the increased demand for spicy foods during the Coronavirus pandemic. Additionally, snack sales have surged during the crisis as consumers prioritize buying groceries over ordering from restaurants, according to a Gartner report. A budding reliance on comfort foods during the ongoing epidemic could also help Doritos reach more consumers from home while driving them in-store to purchase the snacks. By working with TikTok, which has witnessed several viral successes this year, Doritos could crack the code to building a following on the app while propelling sales for its new-but-old product. The social media platform’s seasoned success with food content in particular could set the stage for future food initiatives for Doritos, as well. The campaign could also draw attention to parent brand Frito-Lay’s other initiatives, such as its holiday-themed, nostalgia-inspired apparel line. 

By turning to TikTok, Doritos could captivate a new generation of 3D Crunch-ers while tapping into current consumer trends, like nostalgia and snappy videos. Additionally, the campaign could help Doritos sustain its snack sales into the new year and boost loyalty among at-home consumers.