When you are hundreds of miles above the surface of the Earth, you start to crave your favorite snacks.
Astronauts don’t get to enjoy their favorite snacks while they’re away from earth, so Doritos set out to change this by creating a space-friendly version of the beloved Doritos Cool Ranch chips. Commercially, we aimed to showcase the depths of our innovation capabilities by launching the first-ever Dorito made for space while continuing to show up in places that will excite our fans and drive brand loyalty.
Since Doritos was going where no chip had gone before, the first step was product innovation: how could we make a chip that could actually be eaten (safely) in zero gravity conditions? You may not know, but chips are hazardous in space as they crumbs (particles) can float into spaceship hardware. The brand collaborated closely with the R&D team at PepsiCo to make a Dorito that was actually space approved. Once we had a solid product, this was used as an anchor for the campaign, along with the first-ever chip ad filmed in space.
Tapping into boldness, Doritos developed an epic way for the brand to tell its consumers it’s headed to space while showcasing how Doritos made cHIpSTORY by being the first chip snacked in space, thanks to space-approved Cool Ranch seasoning.
