Cheetos and Doritos made a similarly spicy appeal in 2022 when they brought in Megan Thee Stallion and Charlie Puth for an anthropomorphic animal tribute to Salt-N-Pepa during an ad for their Flamin’ Hot varieties. It placed the spot third in that year’s USA Today Ad Meter.
It also followed years of rising interest in spicy snacks, in general, and some publicly spicy takes about snack companies’ failure to both speak and sell to certain consumers. Ortega noted that Dina and Mita’s “fierce spice” works in this year’s Super Bowl spot because of the diverse cast and crew that made their contribution possible—and the audience they’re addressing.
“It means so much to me to not only star alongside Dina and Mita, but to collaborate with the whole team to bring the story of Dinamita’s explosive flavors to life and to connect with Latin and Hispanic cultures,” Ortega said.
Vegas buffet
Both PepsiCo and Frito-Lay will be extremely busy heading into Super Bowl weekend.
The Doritos Dinamita spot is just one of three Super Bowl ads from PepsiCo, with Starry making its Super Bowl debut by giving Ice Spice a far kinder pair of mascots—Lem and Lime— while Aubrey Plaza deals with a dragon in teasers for Mountain Dew Baja Blast.
Frito-Lay already released its multi-brand “Taste of the Super Bowl” campaign pairing Ruffles, Doritos, Cheetos and Lay’s with former Super Bowl stars Rob Gronkowski, Marshawn Lynch and Troy Polamalu. It is also heading to the Big Game site in Las Vegas to set up a “Chip Strip” Super Bowl activation at the New York-New York Hotel, which features a Brooklyn Bridge, from Feb. 7 through 11.
Fans in Vegas can play the Frito-Lay Snackpot game, take vows in its Cheetos Chapel and have a seat in a flamin’ hot vehicle on the Vegas Strip. Doritos, meanwhile, wrapped a Las Vegas building on the South Strip with a giant Doritos chip and gave fans a chance to win Super Bowl tickets if they visit the chip and scan it through the Triangle Tracker AR lens on Snapchat through Feb. 10.
Minnesota Vikings quarterback Kirk Cousins will host a Tostitos-themed pop-up restaurant on the Chip Strip called Tost, and PepsiCo will be testing industrially compostable bags at the site.