Doritos has launched a new campaign to debut its newest flavour, Doritos Coffee.

Created in partnership with VaynerMedia, Mango Communications and TRIO Media, the new campaign positions Doritos Coffee as the ultimate 3PM pick-me-up snack, aiming to solve the afternoon slump when coffee shops are typically closed.

Instead, Doritos hosted an exclusive daily giveaway on their Instagram, TikTok and Facebook pages from 3 to 14 July, giving away 25 packs of Doritos Coffee to fans per day. The brand also hosted a one-off Doritos Coffee Cart pop-up at Sydney’s Wynyard Station, where the final 100 packs were handed out.

To attract people, tongue-in-cheek Out-Of-Home (OOH) placements were launched around Sydney CBD, leading people towards the cart with messages counting down the proximity to the pop-up. The new Doritos Coffee combines the taste of coffee with the iconic Doritos crunch, following the divisive release of Doritos Coriander in 2023.

"Doritos is all about disrupting culture, pushing palate boundaries and bringing our fans unexpected, bold and exciting experiences. We know Aussies long for that extra cup of coffee in the afternoon, so we wanted to create an all-in-one snack solution that conquers the 3pm slump. Whether you’re a coffee aficionado, chip lover or even a non-coffee drinker, we put tastebuds to the test for a unique snacking experience to see if Doritos Coffee fulfils those cravings." said Senior Brand Manager, Doritos, Kathryn Miller.