In this promotion with A Minecraft Movie, Doritos is displaying Brand Traits of Competitive, Confident and Avant-garde, with Brand Values of Self-reliance, Focus and Assertiveness.

The parent company, Pepsico, is promoting the Brand Value of Joy, which is fine in this context.

To win, you have to find a square Dorito in the pack. I wish they could have offered a prize mechanic that matched the strength of the Brand. The cash reward is simplistic and off-brand.

The entry details are illegible, due to using a deep red colour over black and you’re forced to use the QR code.

They’re collecting the usual information but nothing happened when I tried to register. I just got a blank screen. Apparently, you’re supposed to enter a unique pack code to win, but I couldn’t get that far.

The promotion ends 13 April 2025.