By John Glenday | Reporter

May 10, 2022 | 2 min read

Doritos is drawing tortilla chips into the scary Upside Down by taking the brand in a new direction in partnership with Netflix ahead of the Stranger Things season 4 premiere.

The snack brand is offering up a multidimensional fan experience centered on a virtual concert that will draw together some of the biggest names from the eighties – including Soft Cell and The Go-Go’s – as well as Charli XCX.

Playing to nostalgia, ‘Live From The Upside Down’ is billed as a lost concert after a tour bus headed for Doritos Music Fest 86 crashed, throwing all the musicians onboard into a topsy-turvy alternate dimension.

The wacky premise pertains to the limited-run release of Doritos 3D Crunch Three Cheese, a chip that reaches out into all the spatial dimensions available to cram as much cheese on to a tortilla chip (and into a concert) as possible.

The catch is that the only way to get a ticket is to grab a bag of Doritos or Doritos 3D Crunch to open the necessary trans-dimensional portal that will transport fans to a concert experience that has been 36 years in the making.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

To complete the spacetime-bending experience, fans will be able to commemorate the event in our own universe by purchasing exclusive concert merchandise.

Stranger Things has previously worked its magic to turn the Burger King brand upside down.

Creativity Brand

More from Creativity

View all