Doritos Launches High-Octane F1 Campaign with 'The Crunch Prix'
Event summary
- Doritos unveiled its global 'The Crunch Prix' campaign on July 2, 2026, leveraging its partnership with Formula 1® to connect the brand's bold crunch and flavor with the sport's intensity.
- The campaign includes a high-speed film directed by Antoine Bardou-Jacquet and voiced by F1 commentator David Croft, reimagining snacking as a racing spectacle.
- Doritos will activate the 'Thrill Zone' at the FORMULA 1 PIRELLI BRITISH GRAND PRIX 2026, offering interactive experiences and prizes like a Mercedes-AMG PETRONAS F1 Team Hot Lap.
- The brand's 'Taste the Thrill' platform aims to bring race-day excitement to fans who will never experience a live event.
The big picture
Doritos' campaign underscores the growing trend of snack brands leveraging high-profile sports partnerships to create immersive fan experiences. The strategic move aligns with PepsiCo's broader push to integrate its products into cultural moments, capitalizing on F1's surging global popularity. By transforming everyday snacking into a spectacle, Doritos aims to deepen emotional connections with consumers who may never attend a live race.
What we're watching
- Campaign Effectiveness
- How Doritos' high-octane campaign will impact brand perception and sales among F1 fans.
- Fan Engagement
- Whether the 'Thrill Zone' activations can sustain long-term fan interest beyond the British Grand Prix.
- Partnership Leverage
- The pace at which Doritos and Formula 1® will expand their collaboration into other markets or events.