doritos A creator-led campaign built around secrets and spice.
To launch Xxtra Flamin’ Hot Doritos, we created a simple, high-energy format, Fact or Fire. Creators Eric Roberts and James Doyle had to either reveal a personal truth or take on the heat with a handful of Doritos.
As questions escalated, so did the spice, creating natural tension, humour and competition. The product became the bold alternative, another layer of fun in every decision.
Rolled out across TikTok and swipeable Instagram formats, the content delivered fast-paced, highly shareable moments that placed Doritos at the centre of the action.
Creative Direction: Peggy O Neill
Team: Jonathan Murphy
Crunch Challenge
A social-first campaign spotlighting Doritos’ Crunch Cancellation technology for gamers.
Snacking and gaming go hand in hand, but crunch can be a distraction. To bring the idea to life, we created a playful challenge built around the loudest snack in the quietest possible space in Ireland.
Creators Ryan Mar and Shauna were sent to an anechoic chamber to compete in eating Doritos as quietly as possible. The contrast between bold crunch and total silence created a simple, entertaining format that sparked curiosity around the technology.
Rolled out across TikTok and swipeable Instagram formats, the campaign blended humour and competition to drive conversation within gaming culture.
Creative Direction: Peggy O Neill
Team: Jonathan Murphy