​Doritos continues to demonstrate its knack for capturing consumer attention with a bold global push that aligns with its official partnership with Formula 1. The iconic snack brand has rolled out a worldwide campaign and refreshed its marketing strategy as part of this high-profile cooperation, shifting from traditional placements to immersive, experiential activations designed to engage fans both on social media and beyond the screen. The campaign is intentionally broad, aiming to reach at-home viewers who constitute the vast majority of Formula 1’s audience—roughly 99 percent—by leveraging a narrative that translates the thrill of the sport into the sensory excitement of enjoying Doritos.
The centerpiece is a short film titled The Crunch Prix, crafted by Goodby Silverstein & Partners, directed by Antoine Bardou-Jaquet, with visual effects by Untold Studios. The piece kicks off with a single bite of a Dorito chip, setting in motion a high-octane journey through a racetrack environment that unfolds while the viewer remains seated on everyday furniture and props such as couches, gaming chairs, recliners, and even a bathtub. The concept sits firmly within Doritos’ broader Taste the Thrill platform and is designed to be portable across multiple channels, including social media streams and out-of-home placements, ensuring a constant, high-energy presence during the campaign period.
Doritos, under the umbrella of its parent company PepsiCo, has secured a commitment to be an official Formula 1 partner through 2030. Kyle Gore, Doritos’ vice president of global marketing, highlights three main advantages the partnership brings: a global footprint, a rapidly growing and diverse fan base, and events that span nearly the entire year. “F1 has been pushing us to bring more fun, excitement, and access to fans—which, honestly, wasn’t what we expected—and we’ve been pleasantly surprised by the collaboration they’ve offered,” Gore told Food Dive. The alliance places Doritos in more than 50 markets and showcases the brand in front of a highly attractive, global audience that Formula 1 convenes across its races and media properties.
In addition to expanding Doritos’ visibility, Formula 1’s narrative and fan ecosystem have helped attract new consumers, including younger women who are more comfortable engaging through social and digital platforms. These segments align with Doritos’ marketing objectives, which aim to broaden the brand’s reach by melding sport-driven spectacle with relatable, shareable moments. The F1 calendar features 22 races worldwide that serve as a natural activation platform for Doritos’ snacks and experiential initiatives, creating opportunities for fans to interact with the brand beyond traditional sponsorships.
One notable activation within the Crunch Prix umbrella is the Doritos Thrill Zone, launched at the British Grand Prix in Silverstone. The zone offers immersive experiences and interactive activities designed to deepen fan engagement and create memorable moments tied to the broader campaign message. The brand has also rolled out its Doritos Loaded concept, which reimagines Doritos chips as a practical ingredient base for a range of meals, underscoring the company’s initiative to translate chip-based flavor into everyday culinary applications. These tactics illustrate how Doritos is “flexing” its presence in local markets to realize the partnership’s full potential during events that resemble a multi-day music festival more than a conventional race weekend. The Thrill Zone is designed to occupy a large physical footprint and to provide a respite where fans can linger, socialize, and share experiences for extended periods—often 12 to 14 hours—while the racing action provides a dynamic backdrop rather than a constant centerpiece.
The overarching strategy is to fuse the exhilaration of Formula 1 with the playful, playful, and approachable persona of Doritos. By spotlighting global reach, a vibrant and engaged fan base, and immersive event experiences, Doritos aims to convert heightened exposure into sustained momentum among consumers worldwide. The partnership not only elevates Doritos within the competitive snack category but also reinforces the brand’s commitment to delivering fun, accessible content that resonates with a broad and diverse audience.
For readers seeking more detailed insights on this collaboration and its impact on Doritos’ marketing trajectory, the original reporting is available on NJ.com, including information about the partnership’s scope, campaigns, and strategic rationale.