DORITOS

Doritos x Empirical Spirit Launch
“No Nacho Cheese”

How do you launch a liquor made with Doritos Nacho Cheese and guarantee that it makes headlines worldwide?
You freak the world out with a #FlavorHeist conspiracy and make the cheese go missing first.

We dropped the flavor from Doritos’ most iconic chip, replacing “Nacho Cheese” Doritos with “No Nacho Cheese” Doritos.

Theories about where the flavor went ran rampant. And so did threats to bring it back.
So we did — in bottle form.

AdAge | Campaign | Complex | People | Maxim | Men’s Journal | Entrepreneur | LAmag
CNN | TODAY | Food & Wine | Gear Patrol | Business Insider | ABC News | Washington Post | Fast Company
NPR | NBC News | Forbes | Bloomberg | Hypebeast | Sky News | South China Morning Post | El País

CASE STUDY

THE TEASE
Sabotage Doritos’ most iconic flavor by releasing “No Nacho Cheese” Doritos.

THE FRENZY
”Where the f#@! did all the nacho cheesy flavor go!?” — The fan freakout begins.

THE REVEAL
Turns out all that nacho cheese was in a bottle of Doritos liquor all along.

THE IMPACT
People couldn’t stop talking about the new look for nacho cheese. Billions of impressions. Millions in earned media.