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.
Sign up for The Drum's Daily US newsletter to keep up with the latest in American marketing and media