Doritos: #CheatTheHeat

Doritos, a snack brand, collaborated with India's biggest influencers to launch its Sizzlin' Hot chip range by bringing alive its heat quotient in a market that loves spice.

Original Brief

Doritos is new in its journey in India and is not associated with bold flavours.

To start building on our flavours, we went after the largest and fastest expanding flavour bucket in India - Spice and decided to bring the iconic Flamin' Hot to India - a globally winning flavor which suits the spice taste palate of Indians perfectly. As the trademark was unavailable, Flamin' Hot had to be renamed to Sizzlin' Hot - thus robbing Doritos of Flamin' Hot's existing equity. We had to position Sizzlin' Hot afresh in the Indian market.

We had to launch Doritos...

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