Doritos champions boldness everywhere, pushing the limits and paving new paths. With the goal of raising awareness for a good cause, the boldest chip took on the boldest challenge yet – being the first chip in space.
In 2024, Doritos made “chipstory” by launching a limited-edition mini–COOL RANCH Zero Gravity Flavored Tortilla Chip into the cosmos. It was one small step for chips, but one giant leap for cancer research. In partnership with St. Jude Children's Research Hospital and the Polaris Dawn mission, Doritos' first-ever space chip fueled awareness and donations in the hundreds of thousands for childhood cancer research and treatment.
Doritos is a brand known for boldness – and nothing says “bold” like space travel. Our mission was two-fold: To engage consumers in a way that was unexpected and meaningful, and to create lasting change.
Bringing the campaign to life began with a fundamental challenge: Chips don’t belong in space. Traditional Doritos crumbs pose a risk in zero gravity, where particles can interfere with critical spacecraft equipment. To solve this problem, the brand turned to its product innovation team to reimagine the iconic Doritos Cool Ranch chip. The result was a revolutionary oil-based coating that preserved Doritos’ bold and beloved flavor while eliminating floating crumbs. This space-approved chip was more than a clever workaround — it was a key proof point in the Doritos story of brand-led innovation.
The next challenge: how do you package a chip for space? Doritos engineered limited-edition glow-in-the-dark tins that could withstand extreme vacuum pressure and temperatures up to 120°F for 48 hours. This wasn’t just about protecting a snack; it was about creating a product experience that could survive space travel and become a conversation piece.
The scientific progress we were able to make to put chips in space fueled a wider discourse about the scientific progress we can make here on Earth, particularly in childhood cancer research. This goal was at the heart of the campaign.
The team launched the first-ever Doritos ad filmed in space, punctuated by the unforgettable sound of astronauts snacking on the first chips to leave the planet. We turned every crunch into a call to action, encouraging fans to join our mission by donating to St. Jude’s, participating in giveaways and sharing their excitement on social media.
The campaign’s uniqueness lay in its intersection of science, storytelling and social impact. Doritos didn’t just market a snack; it solved a space travel problem, captured imaginations and rallied support for a cause that matters. From influencer partnerships to PR mailers and immersive social teasers, the multi-channel strategy ensured that this mission soared into the stratosphere.
By merging product innovation, cultural relevance and social responsibility, Doritos delivered a campaign that was as bold as the chips themselves – bringing to life a brand mission with gravity-defying impact.
The brand’s message resonated deeply with bold consumers and astronauts alike, generating 7.5B impressions and 383 media placements with over 99% positive to neutral sentiment.
The campaign notably raised awareness across the globe, with six out of seven continents donating to the cause. Doritos in Space raised a total of $700K in donations for St. Jude Children's Research Hospital, reaching over 50K patients and families.
The Doritos in Space campaign perfectly embodied Doritos’ philosophy of living life boldly, bringing together cutting-edge innovation, philanthropy and unforgettable experiences. The campaign’s success was a result of inspiring consumer participation, the thrill of a pioneering space flight, and, most importantly, a powerful collaboration with St. Jude on their mission to save children around the world.
Food is way more than fuel. It's comfort. It's connection. And, in this case, it’s out of this world.
