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Doritos brings its roulette chips to the US

Frito-Lay’s Doritos ‘Roulette’ chips will now be sold in the US after first being introduced in Mexico and gaining popularity in other markets around the world.

Each gambling-themed bag mostly contains the brand’s signature ‘Nacho Cheese’ flavored Doritos, with a few extra-spicy chips that look exactly the same mixed in.

With the hashtag, ‘#DoritosRoulette’, users can play online games of chance on Twitter and win prizes such as wireless speakers and gaming consoles. Using Periscope, fans can watch a live gameshow-type giveaway to also win prizes.

Goodby Silverstein & Partners and The Marketing Arm have created a digital campaign for the product launch, and a video made by BBDO Mexico for the Mexican launch has been adapted for the US, according to Advertising Age.

The chips will be available for a limited time only.

Doritos is one of the brands that makes up Frito-Lay North America, PepsiCo’s $14bn convenient foods division. Its other brands include Lay’s, Cheetos, and Tostitos.

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