Going Zero Gravity For a Cause

Purpose Campaign for Doritos

From stepping outside comfort zones, to pushing the limits and paving new paths, Doritos is all about championing boldness no matter what.

So that's why the boldest chip decided to take on the boldest challenge and go zero gravity for a cause.

Teaming up with St. Jude Children's Research Hospital and Polaris Dawn, we sent Doritos on a mission to space all to raise funds and awareness for St. Jude’s life saving mission here on Earth.

DORITOS

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DORITOS ~

It started with our custom-made, space-approved chips. From product to packaging, innovative modifications were made for Doritos to be certifiably safe for space. 

We used Doritos minis, designed to be eaten in one delicious bite to reduce any crumb hazards. And instead of the classic Doritos dust, an innovative oil-based coating was made to keep the famous zesty flavor on the chips from floating away.

Chips were then individually packaged into a film strong enough to withstand extreme vacuum pressure and 120°F. To avoid off-gassing, they were placed into a secure, uniquely engraved ‘Doritos’ tin meant to protect the chips during lift-off.

Together, these space-friendly modifications reduce any snacking debris that could affect the space module.

While packaged in space-approved tins for flight, down here on Earth our limited-edition Doritos came in our signature minis canister, enhanced with glow-in-the-dark features to commemorate our voyage to the stars.

Teasers

Teaser 01

Teaser 02

Teaser 03

All touch points drove people to our digital experience.

Here, visitors were educated about the mission with St. Jude, learned more about our space chips and LTO, but most importantly, donated.

To encourage donations, we made some far out swag and offered up unique experiences that acted as incentives for certain donation levels.

OOH

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