A louder Doritos recipe.
A fake cinema fight the internet couldn’t stop chewing on.
Doritos had a new recipe that made its chips crunchier, but in a market full of cheaper alternatives, a product claim wasn’t enough. So we turned the crunch into a personality trait: if Doritos were more crunchy, they were also more annoying. To prove it, we created a conflict that felt completely real. Lola Lolita was “caught” in a cinema after someone complained about the noise she made eating Doritos. First, a story from her sister. Then, an anonymous TikTok of the argument outside. No logos, no brand explanation, just a very believable piece of internet drama. Once the conversation had exploded across social media and gossip accounts, Doritos revealed the truth with Lola eating the new chips in an ASMR video. A product improvement became a cultural provocation: Más crujientes, más molestos. The crunch didn’t ask for attention. It became the thing everyone was talking about.