Challenge accepted. To engage our Gen-Z audience there was only one place to turn for inspiration - TikTok. We scoured the platform for insights to understand how our audience enjoy their nachos and found that the phenomena of ‘cheese pulls’ had been shared over 1.5 billion times! So, to prove that Doritos Dippers deliver Next Level Nachos, we set out to create the most epic cheese pull ever created. And we knew exactly where we should do it - Cheddar Gorge, the home of cheese.
After several months of production and testing in our R&D lab with our cheese scientist, we finally perfected the ideal cheese mix to create the world’s highest ever cheese pull.
We enlisted the help of influencer, Sam Thompson, and an expert former Royal Navy helicopter pilot to put our ambitious plan into action. After an intense battle with the elements, a world record of 49 feet was set as the helicopter dipped a giant Dorito into an enormous plate of nachos and skillfully pulled it to new heights. Much like a deliciously messy plate of nachos, the story and content went everywhere. From globally well-known titles such as The New York Post, The Sun, The Australian, The Toronto Sun, The Straits Times, to huge social accounts such as LADbible and Pubity. It was broadcast news outlets however that really went wild for it, with over 130 TV news spots globally running the story including, CNN, CBS, Sky News, ITV News, Fox News and ABC.