Doritos Snack Sombrero

The brief was simple: sell more Doritos products within Coles Express. The answer was a joke that came up in the company brainstorm session and for some reason we just kept running with it and that is how the Doritos Snack Sombrero was born.

Simple in execution, the sombrero could hold a full jar of Doritos salsa in the top and a bag of Doritos corn chips around the brim. Because of the cost of producing the Snack Sombrero it wouldn’t be given away as a free GWP so instead we included it in a bundle deal.

The results were incredible, with the Snack Sombrero bundles selling out in many Coles Express stores across the country, with social media users tipping off customers as to where they had seen them still in stock.

Thanks to its success, the Snack Sombrero took out a Bronze Star at the APMA Star Awards ceremony, making it one of the most successful Pepsico campaigns of all time.

And yes, that is me under the Snack Sombrero. I was “the Doritos guy” according to my local service station attendee.