Sometimes, a snack brand decides to turn up the heat, and not just in the flavor department. Doritos has done exactly that with their latest marketing move, a bold and unexpected throwback that takes cues from the retro adult film era. Yes, you read that right. In an age where most brands play it safe, Doritos has gone for humor that dances on the edge, creating a stir with a campaign that’s equal parts nostalgic, cheeky, and surprisingly strategic.
At the center of it all is Walton Goggins, an actor known for playing quirky, memorable characters. Here, he’s the ultimate straight-laced plumber who finds himself in increasingly suggestive situations, the kind of setups you’d expect from an old-school adult flick, except he’s blissfully oblivious to the hints being dropped around him. That is, until a Dorito enters the scene and flips the mood entirely.
It’s ridiculous. It’s over-the-top. And it’s exactly the kind of marketing strategy that cuts through the endless scroll of bland content.
How Doritos took a risky idea and made it work
The genius behind this Doritos campaign isn’t just the humor, it’s the way they’ve tapped into multiple emotional triggers at once. Nostalgia plays a big role, with the hazy visuals, old vinyl soundtrack, and exaggerated acting style instantly transporting viewers back to the kitschy 1970s. But they’ve paired that nostalgia with a very current flavor trend: Gen Z’s obsession with snacks that bring the spice without melting your face off.
The “Golden Sriracha” flavor sits right in that sweet spot, tangy, a little sweet, a little hot, but not overwhelming. Doritos built the entire storyline to reflect that balance. The ad is “spicy” in tone, but never crosses into anything truly explicit. That playful restraint mirrors the product itself, making the flavor the punchline in more ways than one.
From a business perspective, Doritos isn’t just selling chips here; they’re selling a cultural moment. By premiering the short film at New York’s Slipper Room, a venue famous for neo-burlesque performances, they anchored the campaign in a setting that already carries the vibe they’re going for. Add in Times Square billboards and a private Instagram broadcast channel for extra “zesty” content, and they’ve built an ecosystem around the flavor that feels like an event, not just a product launch.
Why it’s connecting with today’s audiences
People, especially younger consumers, are craving marketing that doesn’t feel like marketing. They want to be entertained, surprised, maybe even a little shocked. The Doritos campaign delivers all three in one bite-sized package.
There’s also the fact that humor is one of the fastest ways to build brand affinity. When people laugh, they share, and in the social media era, that’s gold. This isn’t just a 30-second TV spot you forget the moment it ends. It’s a quirky little story people can send to their friends with a “you have to see this” message. That organic sharing is worth far more than the media spend behind it.
Even the choice of Walton Goggins is smart. He’s having a big pop culture moment thanks to recent streaming hits, which means his presence gives the campaign built-in relevance. For Doritos, that’s an easy way to tap into trending conversations without forcing themselves into spaces they don’t naturally fit.
What other brands can take away from the Doritos playbook
For entrepreneurs and marketers looking to borrow from this strategy, there are a few key lessons worth noting:
- Lean into your product’s personality. Golden Sriracha isn’t just another chip flavor — it’s bold, a little unexpected, and perfectly balanced. The campaign mirrors those qualities, making the product and the marketing feel like a natural fit.
- Don’t be afraid of controlled risk. Yes, the theme is risqué, but Doritos kept it just safe enough for mainstream audiences. That fine line between daring and distasteful is where viral magic often happens.
- Make it a full experience. They didn’t just drop an ad online and call it a day. The doritos campaign had live events, out-of-home placements, and exclusive content channels, turning one product launch into a multi-platform spectacle.
- Tap into pop culture strategically. Nostalgia is powerful, but it works best when paired with a modern hook. By combining a vintage aesthetic with a current flavor trend and a trending actor, Doritos kept the campaign fresh instead of gimmicky.
The takeaway for brands of any size
You don’t need Doritos’ budget to think this way. What you do need is a willingness to push beyond the standard “here’s our product” format. Maybe for your brand, that means collaborating with a personality your audience loves, or weaving your product into a mini-story that plays with humor, nostalgia, or surprise.
The key is making people feel something before they realize they’re being sold to. If you can get them to laugh, reminisce, or lean in with curiosity, you’ve already won half the battle.
And that’s the beauty of the Doritos campaign, it reminds us that marketing doesn’t have to be polished to perfection or universally “safe” to succeed. It just has to connect in a way that feels human. Whether you’re selling chips, clothes, software, or services, the principle stays the same: create something worth talking about, and your audience will do the rest.
FAQs
How can humor boost a marketing campaign’s reach?
Humor makes your content shareable and helps it stick in people’s minds.
Is nostalgia still an effective digital marketing strategy?
Yes, when mixed with modern trends, nostalgia can spark instant connection.
Do product launches need more than social media ads?
Absolutely, events, OOH, and multi-platform content can make launches unforgettable.