Doritos is turning its triangular-shaped chips square to celebrate the launch of ‘A Minecraft Movie,’ which opens in cinemas on 4 April.
Actually, it’s not. However, a new on-pack promotion gives shoppers the chance to win up to £10,000 if they uncover a digital square Doritos chip when they scan a QR code, register and enter their pack code. Other prizes include A Minecraft Movie cinema tickets and merchandise.
The promo will be available across the brand’s core flavours – Chilli Heatwave, Cool Original and Tangy Cheese – in 180g, 140g and 70g price-marked packs from 17 February until 13 April.
The collaboration also sees two new flavours roll out: The Creeper Vinegar and The Ghast BBQ. These will be available from 27 January in custom 180g A Minecraft Movie-themed packaging and supported by a multi-million-pound media campaign, including digital, social and PR, in addition to an all-new TV ad.
The new flavours will transition into permanent offerings after the film’s launch.
Alex Nicholas, Senior Marketing Manager at Doritos, commented: “This collaboration between Doritos and A Minecraft Movie gives us the opportunity to generate a buzz and growth for the category by being part of one of the biggest cultural entertainment moments of this year.
“Also tapping into growing flavour trends with the new flavour launches, this will support retailers in maximising sales and is set to drive appeal with a wide range of shoppers. Our ‘shape of things to come’advertising campaign has already got shoppers talking, so we know that the digital on-pack promotion and the iconic limited-edition pack designs of our new flavours will delight both A Minecraft Movie and Doritos fans alike.”
