Pepsico has launched a new integrated campaign for to introduce the new Doritos XXL range, featuring bigger, crunchier, and bolder chips in four unique flavours: Ultimate Cheddar, Inferno Chilli & Lime, Smokehouse BBQ, and Tangy Salsa.

The campaign, led by VaynerMedia, Mango Communications, and TRIO (PHD) Media, encourages consumers to step outside their 'earthly' comfort zone and try the new range. It was teased through an influencer partnership with Rachel Evren, who hinted at the sighting of an unidentified space chip. A 3m by 6m mural was installed at the corner of Sydney’s William Street and Crown Street, depicting a giant Doritos corn chip crash landing into a building.

The campaign has rolled out across social, BVOD and national OOH placements.

Senior Brand Manager at Doritos, Kathryn Miller, said: “Doritos XXL is all about delivering an out of this world snacking experience so we wanted to launch the range through an ‘other-worldly’ narrative and ‘arrival’ storyline to tap into the growing popularity of the science fiction genre. This new range takes everything people love about Doritos and turns it up a notch with bigger XXL chips, epic crunch and even bolder flavours*. We’re confident that Doritos XXL will provide the intense snacking experience that chip lovers are seeking.”

The Doritos XXL range is the latest addition to the brand's product line, following the limited-edition release of Doritos Coffee.