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Doritos dropped a BLOCK-Buster collaboration for the spring 2025 release of A Minecraft Movie. Our team in Europe built an immersive visual identity across packaging, retail applications, and digital platforms, fusing the bold flavor of Doritos with the pixel-perfect world of Minecraft. With limited-edition flavors like Creeper Vinegar and The Ghast BBQ this was no ordinary movie tie-in. It was a collectible-worthy, fan-fueled launch that brought all the flavor, fandom, and playful rebelliousness of Doritos to this cinematic crossover.

We set out to create a visual identity that Minecraft fans would instantly recognize, and want to collect. But blending two iconic worlds came with complexity. Our artwork had to align with multiple partners across the Minecraft game, film, and studio teams while still feeling unmistakably Doritos. The look also had to appeal globally, resonating with players from Mexico to the UK. So we built a fan-first identity system, block by block—embracing flavor, fandom, and visuals that translated seamlessly across packaging, in-store displays, and digital platforms.

To bring the crossover to life, we tapped into the pixelated, adventurous spirit of Minecraft and combined it with the signature edge of Doritos. Each pack is framed by brick-textured CGI blocks, forming a border that cues the in-game world. Characters, flavors, and vibrant colors came together in collectible packs that fans would spot and crave at first glance. Each pack celebrated a key film character, from Steve to the Creeper to the Ghast, and other recognizable Minecraft figures. To add a layer of real-world gameplay, we introduced a rare, square-shaped Doritos chip that was hidden in limited-edition packs for fans to hunt down in-store. Players solved riddles, tracked down mystery locations, and hunted for the square chip and a chance to win £10K.

As one of the biggest movies of 2025, this was more than a brand collaboration, it was a cultural moment. The campaign earned 1.5 billion PR impressions across 658 placements, with paid media reaching ~43 million people. Organic social impressions topped ~4.75 million. In-store, the packs delivered significant retail sales volume jumps vs. a year ago for on-pack SKUs. The Ghast BBQ and Creeper Vinegar flavors contributed to a significant benchmark in retail sales value.

With pixel-perfect visuals and craveable flavors, Doritos is redefining the rules of fan culture—one crunch at a time.