Doritos crunches the Super Bowl competition on TikTok

Doritos keep their Super Bowl ad streak for the 23rd year, this time with a TikTok dance competition to promote their new Sweet & Tangy BBQ flavour. A simple idea with an effective outcome, grabbing the attention of billions around the world before the advert has even been released.

The Super Bowl is not only the NFL’s biggest game of the season, but also one of the most-viewed sporting events of the year, with over 113 million people tuning in in 2023. Widely popular crisp brand, Doritos, is a staple when it comes to delivering striking Super Bowl adverts, and this year is no different!

Doritos have turned to popular social media app, TikTok, to offer fans a paid opportunity to feature alongside a celebrity in the game-day advertisement via a dance contest. The winner of this challenge will have the chance to create a video that will appear in the Doritos’ Super Bowl advert. To compete in this challenge, TikToker’s must have uploaded their ‘best triangle-inspired dance’ to the app with the hashtags #DoritosTriangleTryout and #Entry. Doritos play on the shape of their product (a triangle), encouraging their consumers to ‘try another angle’!

Doritos had originally posted a teaser image of a mysterious celebrity clutching a bag of the newly released Sweet and Tangy BBQ Doritos. Now, to many fans’ excitement, after a recent teaser video was released, the mysterious figure was revealed to be Grammy-nominated rapper, Jack Harlow. In the ad, Harlow appears to be caught in a ‘Love Triangle’ with his Sweet & Tangy BBQ Doritos and the winner of this TikTok dance challenge.

With countless videos posted and an astounding 10 billion views overall, this activation is shaping up to be a clever, yet simple, marketing strategy. By outsourcing their ad duties to global consumers, Doritos has already splashed its brand across the internet before game day even begins.