Doritos Took Snacking To Space
Doritos partnered with SpaceX's Polaris Dawn and St. Jude to send Doritos Cool Ranch Minis into space.
About The Campaign
In a campaign that took product launches to new heights (literally), Doritos sent their Cool Ranch Minis into space. As part of SpaceX’s Polaris Dawn mission, these bite-sized chips were designed specifically for zero gravity. Traditional Doritos wouldn’t work in space (think crumb and floating Cool Ranch dust), so Frito-Lay’s team engineered a version that could withstand microgravity.
The solution? One-bite Mini Cool Ranch chips, packaged in space-approved tins, ensuring astronauts could snack without worrying about crumbs clogging the spacecraft.
But Doritos didn’t stop at the stunt. They tied the campaign to a greater purpose by pledging $500,000 to St. Jude Children’s Research Hospital to support childhood cancer research.
Now, let’s dive into the comms strategy behind the campaign!
The Comms Strategy
The comms strategy was comprised of five unique phases:
Tease the Journey
Reveal the Mission
Build Excitement
Blast Off
Recap the Voyage
Tease the Journey
The campaign kicked off with a teaser video featuring a Dorito getting prepped for launch into space. And can we take a moment to appreciate the triangle astronaut suit they put the chip in? Chef’s kiss. 🙌
Reveal the Mission
On August 19th, Doritos officially announced its partnership with Polaris Dawn and St. Jude via social, directing fans to a dedicated microsite. The site provided information about the mission, featured a donation tracker, and allowed visitors to donate for a chance to win glow-in-the-dark Doritos canisters or space-flown memorabilia like chip tins and exclusive swag.
Build Excitement
In the three weeks leading up to the launch (late August to early September), Doritos released fun social content to build excitement, highlighting the prizes available through donations. They also shared other types of content, including interactive carousel posts where users could swipe to "launch" a Doritos tin and other space-themed posts.
Blast Off
On September 10, they posted a social launch video featuring their mascot, Chippy, floating in space with a Doritos tin. I’m personally a huge fan of Chippy, and he’s a favorite on TikTok!
Recap the Voyage
Upon returning to Earth, Doritos prepared a gift for astronaut Jared Isaacman, which he graciously shared and tagged Doritos in on his own social channels. Later, Doritos posted a recap video documenting the journey, even featuring the astronauts enjoying the chips aboard the ship.
Key Takeaways for Marketers
Innovation Goes Beyond Product: Doritos didn’t just drop a new snack—they turned it into a cultural moment. By connecting their product to a space mission, they made this launch feel like more than just a release — it was an event.
Tapping Into Pop Culture’s Space Obsession: Space remains a topic that fascinates the public, and by leveraging that interest, Doritos positioned themselves in a conversation relevant to audiences far beyond snackers. The lesson here? Find ways to connect your brand with what’s buzzing in culture.
Purposeful Partnerships Matter: Partnering with St. Jude added real meaning to what could’ve been just another stunty campaign.
Until next time, keep thinking outside the banner ad ✌️