Doritos is turning heads with its latest marketing campaign for its new Golden Sriracha flavor—an over-the-top, innuendo-laced throwback to the risqué aesthetics of 1970s adult films. Starring acclaimed actor Walton Goggins, the campaign aims to strike a balance between spicy flavor and playful humor, tailored to the tastes of Gen Z.
At the center of the campaign is a short film titled “A Spicy, but Not Too Spicy Plumber,” in which Goggins plays a clueless yet overly professional plumber. Called to fix a leak for a seductive customer, his strict focus on plumbing mechanics stands in hilarious contrast to the escalating double entendres of those around him. The absurdity peaks when he finally takes a bite of a Doritos Golden Sriracha chip, triggering a comedic shift in awareness as he suddenly “gets” the genre he’s in—just in time for a classic pizza delivery gag.
The campaign premiered during a private influencer event at The Slipper Room in New York City, a venue known for its neo-burlesque performances. The short film is part of a larger 360-degree media strategy that includes digital advertising, out-of-home placements in Times Square, and Instagram broadcast channel content that pushes the boundaries of what the brand can post publicly.
Developed in collaboration with creative agency Rethink, the campaign embraces a vintage visual style complete with grainy filters, vinyl records, and suggestive sound design, all while avoiding outright explicitness. According to Tina Mahal, SVP of Marketing at PepsiCo Foods U.S., the concept reflects "a globally inspired flavor that balances tanginess and sweetness with approachable heat" and aims to position Golden Sriracha as Doritos' next "mega-flavor."
“By using humor that’s suggestive and subversive—but never explicit—we’re tapping into the pop culture sensibility of a new generation,” Mahal said in a statement. “It’s bold, different, and deliciously fun.”
Goggins’ involvement is no accident. The actor is enjoying a resurgence in popularity thanks to his standout roles in HBO’s The White Lotus and Amazon Prime’s Fallout. His recent appearances in campaigns for Walmart and GoDaddy further solidify his appeal as a quirky yet compelling face for bold brand activations.
Doritos’ Golden Sriracha chips are now available nationwide. As snack brands race to satisfy a growing appetite for spicy, adventurous flavors, Doritos is betting that nostalgia, comedy, and a pinch of irreverence might just be the perfect recipe.
