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


Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Asia Yesterday

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Yesterday

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color


Get PSFK's Related Report: Future of Advertising

See All
Health Yesterday

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Yesterday

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Related Expert

Dong-Ping Wong

Filtering Pool in Hudson

Design & Architecture Yesterday

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Yesterday

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Yesterday

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed september 27, 2016

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Yesterday

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Yesterday

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Op-Ed Yesterday

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

Work Yesterday

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Yesterday

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed


Future Of Work
Cultivating The Next Generation Of Leaders

Fashion Yesterday

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Yesterday

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

No search results found.