Doritos 3D comeback signals a new trend for snacking

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Doritos 3D comeback signals a new trend for snacking

5 Feb 2021

Gavin Ferrara

Gavin Ferrara’s work ethic, imagination and passion for writing landed him in the role of editorial assistant for Commercial Baking. With a professional background in performing arts, he has a knack for thrusting himself into new situations, both personal and professional. Gavin is a jack-of-all trades on the Commercial Baking team, working with advertisers, associations and readers to assist in all facets of the media group’s production. Gavin has a bachelor’s degree in English with a minor in performing arts from Rockhurst University in Kansas City, MO.

Today’s trends are fresh, creative and innovative, while the trends of yesterday are fun, memorable and lovingly missed. Thanks to social media, they often come together with the “throwback” movement prevalent on most social platforms. It’s a way for consumers of all ages to reminisce, and it creates an opportunity to discover what people are yearning to see brought back to life.

Plano,TX-based Frito-Lay, a division of PepsiCo Foods North America, is filing this need with the soon-to-be relaunched Doritos 3D Crunch — a reboot of the Doritos 3D snack — with a campaign set to drop during Super Bowl LV with a new commercial featuring Jimmy Kimmel, Mindy Kaling and Matthew McConaughey.

The new 3D Crunch will be available in two bold flavors: Spicy Ranch and Chili Cheese Nacho, marking Frito-Lay’s latest expansion in the hot-and-spicy food category, one of the fastest-growing segments in the food industry.

Anyone who grew up in the ’90s will remember Doritos 3D, and consumers have been longing for its return for quite some time, as noted by the vast social media inquiries and petitions.

Known for disruptive campaigns that encourage consumer participation, Frito-Lay is encouraging consumers to interact with this year’s Doritos campaign from their own homes. Creators and fans can head to TikTok to try out a new Branded Effect to turn themselves “flat” based on McConaughey’s #flatmatthew character in the Super Bowl ad.

With 3D video games, 3D at-home movies and 3D printing becoming prevalent in the millennium, Doritos 3D was perhaps ahead of its time. Its comeback could signal a new trend for the revival of more retro snacks to come. As snacking gains momentum toward ubiquity, throwbacks and comebacks could be the next step into the future.

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