Doritos has revived its 'Crash the Super Bowl' contest for its 25th year, focusing on strengthening connections with creators rather than merely generating user-generated content. The brand received around 2,200 submissions and plans to spotlight work from creators throughout the year, beyond the Super Bowl commercial. According to James Wade, Doritos' senior marketing director, the brand is investing more in diverse influencers, with a long-term vision to make upcoming campaigns, partnerships, and flavor launches creator-led, aligning with modern consumer engagement strategies.
Doritos aims to deepen its connection with the creator economy by reviving its 'Crash the Super Bowl' contest, showcasing user-generated content.
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