Doritos Roulette Bags Entice Snackers With A Few Dangerously Spicy Chips


For the new flavor party game, Nacho Cheese bags include some very hot chips mixed in.

Emma Hutchings
  • 11 july 2014

Doritos is hoping to lure in snackers with its new flavor party game: Doritos Roulette. Launched by PepsiCo Canada, the special edition is a bag of Nacho Cheese flavor chips with some spicy ones thrown in too. The really hot chips make up around 25% of the contents in the bag.

To increase the tension and fun during a game of Doritos Roulette, the spicy chips look the same as the regular ones. So while you are snacking there is a risk of selecting and eating one of the hot chips without knowing until it’s too late and you’ve started munching on it.

The company is enticing people who play Doritos Roulette and end up with a seriously hot chip to upload the moment to social media with the hashtag #BurnSelfie. There should be one hot chip in every handful, and those who have been ‘burned’ can share their reaction by snapping a photo of themselves.


There is also a competition for consumers who grab a bag of Doritos Roulette and capture the moment they get a seriously hot chip. Entrants who are up for the challenge could win $3,000 in cash and daily product giveaways are on offer too.

Those who are bold enough to reach into the bag and grab a chip can share their reaction on Twitter or Instagram using #BurnSelfie. They then need to follow the link provided in auto-response and complete the entry form to be in with a chance of winning one of the prizes up for grabs.


Doritos Roulette is currently only available in Canada, after launching there last month, and there is no word yet on whether the new flavor edition will be extended to the U.S. This campaign is a great way to engage consumers by drawing them in with a fun party game that can be played with just a bag of chips. Fans purchase a Nacho Cheese bag and can then upload their photo to social media, spreading the brand’s message to others.

Doritos Roulette

[h/t] Foodbeast


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Advertising

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

James George

Interactive Storyteller

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology october 21, 2016

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

No search results found.