Doritos is dialing up the nostalgia as fans gear up for the final season of Stranger Things. The brand has launched the “Doritos Telethon for Hawkins”, an immersive fan experience that feels straight out of 1987.
The effort follows a previous partnership with Netflix that featured a virtual concert headlined by ’80s icons The Go-Go’s, Soft Cell and Corey Hart. This time, the lineup leans into retro star power once again, combining telethon theatrics with multichannel storytelling.
“From retro visuals to surprise moments, we designed every element to make fans feel like they were part of the mission dialing into a snack-fueled hotline to the Upside Down,” said Chris Bellinger, chief creative officer of PepsiCo Foods U.S.
In addition to the telethon itself, stars like David Hasselhoff, Paula Abdul and even ALF — the furry extraterrestrial from ’80s TV — will appear in digital spots. These activations spotlight fan milestones, weave in “eerie infiltrations” from the Upside Down, and deliver quirky transmissions from Hawkins, Indiana.
Fans can also leave messages on a toll-free number, which will later be broadcast across social channels and high-profile out-of-home placements. Doritos has promised hidden Easter eggs and more phone-based experiences to be revealed through its digital platforms.
Creative was led by Goodby, Silverstein & Partners, with OMD handling media, PepsiCo’s D3 team running social, and Ketchum managing PR. The campaign will appear across Netflix, Meta, TikTok, AdMazing and other digital and social outlets.
The hotline was first teased on packaging for Doritos’ collaborative Collisions Stranger Pizza x Cool Ranch flavor, a nod to “pizza culture” blended with Cool Ranch Doritos — itself a 1986 debut. The brand is also launching Doritos Minis Glow in the Dark Spicy Sweet Chili, giving a supernatural twist to a fan favorite.
Doritos isn’t new to nostalgia-heavy campaigns: earlier this year, the brand spoofed vintage adult films to market its Golden Sriracha flavor. The new Stranger Things tie-up joins a long list of brand integrations around the Netflix series, from Coke and Lacoste to Domino’s, showcasing how the show continues to serve as fertile ground for marketers tapping both fandom and ’80s culture.
