- Doritos is tapping man of the moment Walton Goggins to promote its latest Golden Sriracha flavor iteration.
- Goggins, who recently starred in the most recent season of White Lotus and appears in Walmart’s latest campaign, will appear in a commercial as a “Spicy, but Not Too Spicy Plumber,” who pays more attention to his job than the stereotypically spicy scenarios he finds himself in.
- The new “swicy” flavor, which is currently in stores, is aimed at Gen Z’s interest in global flavors that are subtly spicy, yet not overpowering with heat.
The three-minute short film, “A Spicy, but Not Too Spicy Plumber” screened at a VIP influencer event at New York City’s Slipper Room, known as the birthplace of the city’s neo-burlesque scene. The film features Goggins, as a denim-clad, T-shirt-wearing plumber finding himself in a suggestive repair scenario at a house with residents including a “bombshell,” a “roommate” and a “cougar.”
At the door, Goggins suggestively offers to fix their pipes. When he offers to “go down there and take a good look,” the bombshell thinks he’s offering one service, when he is, in fact, going to look at the leak. The suggestive dialogue continues when the roommate hears “banging” and the cougar offers to test the water pressure with him. Though all of the house’s residents admit their disappointment that the plumber is only interested in his job, he does get distracted by the Golden Sriracha Doritos. The spot concludes with a pizza delivery man bringing the house “an extra large sausage,” ordered by the plumber.
“Doritos has always been about bold self-expression; however, we know our consumers appreciate nuance and complexity – some want heat that builds rather than overwhelms, and content that suggests rather than shows,” said Tina Mahal, SVP Marketing at PepsiCo Foods U.S., in a statement. “By elevating Doritos Golden Sriracha, a globally inspired flavor that balances tanginess and sweetness with approachable heat, with a campaign that playfully subverts expectations, we hope to inspire fans to take a bite of what could be our next ‘mega-flavor.’”
The film, from agency Rethink, will air as an online video across digital, social and out-of-home channels beginning July 30, as well as a takeover over New York City billboards throughout the city, including Times Square. The brand also promises to serve up content that is a little zestier than Doritos’ public feed through an exclusive broadcast channel accessible through the brand’s Instagram feed.
