REF: MF-03 · LÁMINA 04/07
Storytelling · Integrated EcosystemDORITOS
Doritos — Netflix IP · Final Season
REF: MF-03 · LÁMINA 04/07
Storytelling · Integrated EcosystemDoritos — Netflix IP · Final Season
01 — The Challenge
For the final season of Stranger Things, the challenge was to give Doritos a meaningful role within the narrative while reinforcing its most iconic brand asset: the crunch. Not a sponsorship. Not a product placement. A role — something the story actually needed the brand to do.
That required finding the territory where Doritos' brand truth and the world of Stranger Things weren't just compatible, but structurally the same.
Strategic Intersection
With every crunch, Doritos brings out the courage within you — it's the snack that turns anyone into a hero, that gives you the audacity to take risks, to act when others hesitate.
In Stranger Things, four kids no one believed in rise to become the heroes of Hawkins through exactly those same acts of unexpected courage.
Unexpected heroes became the shared territory. The crunch was the proof of it.
02 — Crunch Carefully
"We turned the iconic Doritos crunch into a narrative tool inside the story — a risky but powerful distraction capable of drawing the Demogorgon's attention and helping your friends survive the final battle."
The creative idea made Doritos' most defining sensory behaviour — the crunch you literally cannot silence — into a mechanic with stakes inside the Stranger Things universe. Crunching a Doritos in the Upside Down could save your friends. Or it could get you killed. That tension, borrowed directly from the show's own logic, gave Doritos a role no other snack brand could claim: a simple brand truth transformed into a mechanic inside the story.
03 — Hero Spot 60"
The hero film launched the Crunch Carefully narrative — placing the crunch at the centre of the final battle and establishing Doritos as the brand that turns ordinary people into unexpected heroes.
Hero Spot 60" — Crunch Carefully
Teaser 20" — Lola Lolita
Narrative Amplification Strategy
The teaser and TikTok series weren't standalone content — they were a deliberate strategy to expand the campaign narrative through additional points of view.
Lola Lolita — one of Spain's most influential creators — appeared as an actress filming a spot inside the Doritos store, bringing the universe to her audience from her own perspective and adding cultural credibility with a younger demographic.
The store manager, introduced as a character in the hero spot who saves the kids, extended the narrative thread into the TikTok series — giving the campaign continuity across formats and making the storytelling feel serialised rather than episodic.
Each piece of content served a specific job in the ecosystem: the hero spot established the world, the teaser amplified it through talent, and the TikTok series deepened it through character — turning a single idea into a multi-perspective narrative that lived across the entire campaign.
04 — TikTok Series
Four TikTok episodes extended the Crunch Carefully narrative into native social content — each one told from a different angle within the same universe. The store manager, the security camera, the ASMR of the crunch itself. Every episode kept the brand inside the story rather than commenting on it from the outside.
05 — Full Ecosystem
Hero Film + Teaser
THE NARRATIVE
The 60" hero spot and 20" teaser launched the Crunch Carefully narrative, placing the crunch at the centre of the final battle and establishing Doritos as the brand that turns ordinary people into unexpected heroes.
TikTok Series + Influencers
SOCIAL BEHAVIOUR
Four TikTok episodes extended the mechanic into native social content. Influencer activations amplified Crunch Carefully across platforms — turning a brand idea into a participatory cultural moment fans could join and create around.
Product + Point of Sale
LIMITED EDITION
A limited-edition custom product design and a gamified point-of-sale activation brought Crunch Carefully into physical retail — making the campaign visible and interactive at the exact moment of purchase.
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