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

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