Dipping is a relatively irregular phenomenon in British snacking, however, our audience seems to be playing online and mobile games with increasing regularity. We realised that if could build a digital gaming experience that recreated the routine that we were hoping consumers would adopt – dipping – they might start to replicate the activity in real life.

We created a compelling cross-platform game, involving an unlikely story about a loveable character called Esteban who had a talent for throwing Doritos chips into jars of salsa. We pushed our audiences to the game via TV, online video, PR and teaser versions of the game seeded on popular gaming sites.