Doritos Roulette was a spin-off of regular Doritos, originally launched in 2015. Inside the bag, about one in every five chips was extremely spicy. The product was only available for a limited time, however, and didn’t reappear on shelves until 2021. So, the task at hand, after such a long absence, was to relaunch Doritos Roulette in a big way.

We gamified an experience on TikTok whereby people could challenge one another to a “duel” to see who ate the spicy chip first - born from an insight regarding the behavior of eating the product itself, which aligned perfectly with the popular duet feature on TikTok - the only place where this idea would’ve worked.

The target audience was “challenge seekers” of all ages.

The strategic objective was to incite brand engagement, fun and, of course, to sell out of the chips - while getting lots of attention doing it.

There was an inherent fun and unpredictability about the chips. So, leveraging the iconic duet feature on TiKTok, we created a Russian Roulette style game to see who would get hit with the spicy one first.

Seeded through influencers, the challenge was quickly adopted by the general population as millions soon joined in.

Additionally, we pioneered TikTok’s eCommerce being the first brand experience where people could actually buy the product directly on the platform.

Doritos Duet Roulette sold out in just 24 hours, with bags of the chips reselling on Ebay for 10x the original price! Better still, it drove a spicy 8.4% lift in sales of the Doritos Base brand. Share of Flavored Tortilla Chips grew by +80 basis points and Walmart stores (where the chips were exclusively sold) grew Share of Market on Doritos Base by 30+ basis points. Walmart even saw a 58% growth of Total Doritos Base since the launch of Doritos Duet Roulette compared to 11 weeks prior. The SKU is now in the top 20 Doritos SKUs in share of market - a sizeable portion of this traffic coming from the first-ever eCommerce offering on TikTok driving over 200k direct clicks to purchase.

Additionally, on TikTok, Doritos’ followers grew by more than 3,300%, creating over 4.3 million duets and hauling in a whopping 10 Billion views.