After 23 years of iconic Super Bowl appearances, Doritos is shifting the spotlight to showcase its latest innovation: Doritos Dinamita. The fiery new addition to the Doritos family will make a grand entrance onto snack shelves with bold flavors and an unexpected twist, debuting with a blazing in-game commercial starring Scream and Wednesday star Jenna Ortega during Super Bowl LVIII.
Tina Mahal, Senior Vice President of Marketing at PepsiCo Foods North America, expressed excitement about the upcoming campaign, stating, “Doritos has a long history of delivering fan-favorite Super Bowl commercials, but new pack-a-punch flavors, unique shapes, and some spicy stars will make Dinamita’s Super Bowl commercial a campaign that will get snackers across the country buzzing like never before.”
Doritos Dinamita is set to revolutionize snacking with its array of flavors and textures, including the OG Doritos Dinamita Chile Limón, known for its tangy, citrusy heat. Joining the lineup are the Doritos Dinamita Flamin’ Hot Queso, Doritos Dinamita Smoky Chile Queso, Doritos Dinamita Tangy Fiery Lime, and Doritos Dinamita Hot Honey Mustard, each offering a unique explosion of taste and crunch.
The brand’s marketing strategy encompasses a newly launched TikTok page, multi-media campaigns, in-person sampling events at stores and colleges nationwide, and exciting announcements leading up to Super Bowl LVIII. Doritos Dinamita aims to entice spice enthusiasts with the invitation to “Go ahead, try us.”
Watch the teaser below with Jenna Ortega:
REELated:
Ortega is one of the most popular actresses in Hollywood. Before the Scream franchise and Wednesday, she could be seen in Jane the Virgin and Disney Channel’s Stuck in the Middle. Her breakout came in the second season of Netflix’s thriller series, You. Jenna also voiced a role in Jurassic World: Camp Cretaceous from 2020-22 and hosted SNL in 2023.
Doritos Dinamita’s reemergence coincides with its inclusion in Frito-Lay’s “Taste of Super Bowl” 2024 NFL Playoff campaign, featuring three football legends savoring the taste of victory with a chip-inspired twist.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
For all of Reel 360 News’ Super Bowl coverage, click here.
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