Minecraft reveals Doritos collab for the upcoming film

After weeks of speculation following Doritos’ latest social media post teasing square Doritos, captioned “THE SHAPE OF THINGS TO COME”, the brand—inspired by the world of limitless creativity found in Minecraft the game and the upcoming film—has announced it is digitally turning its iconic triangular shape chip square to mark its partnership with the highly anticipated A Minecraft Movie. The epic collaboration will get shoppers ready for the film landing in cinemas on 4th April, with activity including a huge digital on-pack promotion and the launch of two new flavor innovations.

Shoppers can enter the digital on pack promotion on A Minecraft Movie promotional packs spanning the Doritos core range. The promotion will offer shoppers the chance to win up to £10k if they uncover a digital square Doritos chip when they scan a QR code, register and enter their code from pack. Other prizes, which will be released every hour between 06:00 and 23:59, include A Minecraft Movie cinema tickets and merchandise.

The collaboration will also see two new flavors launch – The Creeper Vinegar and The Ghast BBQ. The new A Minecraft Movie-inspired flavors, which are reminiscent of key characters, come at a time when BBQ is seeing a bigger growth momentum than any other flavor in the Savoury Snacks category, and Salt & Vinegar continues to grow in popularity[1]. Marking its partnership with the bold new flavors, the brand is supporting retailers in attracting gaming fans to the brand and driving trial of products that will transition into permanent offerings post movie launch. The bold flavors will be available in custom 180g A Minecraft Movie-themed packaging.

The digital on-pack promotion will be available across Doritos core flavors – Chilli Heatwave, Cool Original and Tangy Cheese, in 180g, 140g and 70g PMP from 17th February until 13th April. The new Creeper Vinegar and The Ghast BBQ will be non-HFSS and available from 27th January across Grocery and Impulse channels. The activity will be supported by a multi-million-pound media campaign, including digital, social, PR, in addition to an all new TVC.