Tag: Doritos

Singapore – Formula 1 and PepsiCo have entered into a major multi-year partnership that will see the global food and beverage giant become an Official Partner of the sport through the end of the decade. Announced today, the deal is expected to significantly expand fan engagement and global reach for both brands.

The agreement aligns two of the world’s most recognisable entities, merging the high-octane energy of Formula 1 with PepsiCo’s extensive product portfolio, including Sting Energy, Gatorade, and Doritos. With Formula 1 boasting more than 820 million fans worldwide and PepsiCo’s footprint in over 200 markets, the collaboration offers unprecedented potential to connect with diverse audiences across the globe.

As part of the deal, PepsiCo will roll out immersive fan engagement initiatives beyond the race tracks, such as on-pack promotions, digital content, and interactive brand experiences in Formula 1 Fan Zones. The agreement also includes rights for limited edition, co-branded products to bring the sport closer to fans in everyday settings.

Sting Energy, PepsiCo’s flagship energy drink brand, has been named the Official Energy Drink of Formula 1. Known for its rapid growth in key regions such as India, Pakistan, Egypt, and Vietnam, Sting aims to leverage the sport’s growing popularity to fuel further global expansion.

Gatorade will become the Official Partner of the F1 Sprint, beginning with the Spa-Francorchamps event later this year. The world’s leading sports hydration brand will be featured at key Sprint events in Austin, São Paulo, and Qatar. With Sprint weekends drawing television audiences approximately 10% larger than standard race weekends, the partnership places Gatorade at the center of Formula 1’s fastest-growing format.

Doritos also joins the roster as the Official Savoury Snack Partner of Formula 1, bringing bold flavor to the bold world of motorsport. The brand will enjoy global activation rights, engaging fans at races and through at-home experiences.

PepsiCo’s involvement will extend to F1 Academy, Formula 1’s initiative to support and promote young female talent in motorsport. Further details on that partnership are expected to be announced soon.

Beginning in 2026, PepsiCo’s broader beverage and snack portfolio will be featured across all Formula 1 Grands Prix, with exclusive pouring and supply rights. The company also plans to roll out themed retail promotions, including special packaging and point-of-sale displays, to further solidify its presence within the F1 ecosystem.

This partnership arrives as Formula 1 celebrates its 75th anniversary and continues to push into new cultural and lifestyle spaces, reflecting the sport’s rapid global growth and mainstream appeal.

Formula 1 President and CEO Stefano Domenicali praised the alliance, calling it “a sparkling union that will bring together tradition and innovation, generating excitement, entertainment and unforgettable experiences for our fans and customers around the world.”

Meanwhile, Eugene Willemsen, CEO of PepsiCo International Beverages, added, “This landmark partnership with Formula 1 represents a perfect fusion of two global powerhouses that share a passion for creating extraordinary fan experiences… Together, we’ll deliver bold, innovative experiences that connect with drivers and fans at race venues and well beyond.”

The partnership marks a new chapter in Formula 1’s commercial evolution and reinforces PepsiCo’s commitment to expanding its global influence through sport, lifestyle, and entertainment. It is worth noting that this is one of many partnerships Formula 1 have formed, which included brands and companies such as Disney, PwC, Barilla, LVMH, LEGO, and KitKat.

Sydney, Australia – Popular chip brand Doritos has worked with RYOT Studio, the branded content division of media company Verizon Media, in bringing the ‘Doritos Quest’ game, based on augmented reality (AR), to the Australian market.

The ‘Doritos Quest’ is an AR game where players must hunt around their local area to collect all four virtual ‘PlayStation Shapes’ in order to win the highly coveted PlayStation®5 Console prize. There is also a pool of instant-win rewards up for grabs including free packs of Doritos. 

The digital experience is developed by RYOT Studios, which combines virtual objects known as ‘Vatoms’ with augmented reality and blockchain technology to bring the digital experience to life, providing access via a mobile-only website for players Australia-wide. 

“RYOT Studio is all about delivering new, innovative ways of storytelling to build brand love. ‘Doritos Quest’ follows the trail of strong demand we’re seeing for our next generation of AR formats as more brands look for exciting ways to tell their stories and connect with new audiences,” said Zoe Cocker, head of brand at RYOT Studio ANZ.

“This campaign not only allows users to interact with a brand in their own physical world but also drives tangible sales results here in Australia. It’s a great example of how RYOT Studio creates new ways of engaging with consumers and innovative experiences that connect with them on the path to purchase,” added Cocker. 

In an exclusive statement to MARKETECH APAC, Cocker shared that the rise of AR-related campaigns have profound impacts in the behavior of consumers and eagerness among marketers in creating campaigns of their respective brands.

Zoe Cocker, Head of Brand at RYOT Studio ANZ

“For consumers, we know that the need for this is already there. Attention has never been harder to grab and consumers are itching for new ways to interact with brands that offer a higher value exchange, better personalization and interactivity. For marketers, this partnership shows how mixed and virtual reality has evolved away from being expensive and difficult to execute, to a valuable and scalable format that helps brands achieve higher attention/recall,” Cocker shared.

Cocker also mentioned of the vitality of AR-related campaigns to the food and retail industry, especially in the quick service restaurant (QSR) industry, to which she stated that the next big format in campaigns of the future revolves the question “how does the overlay of a digital experience enhance the user’s real world?”

“It’s important to note that AR has many different uses, whether its gamification, utility or even education. Technology alone won’t make something successful and we don’t believe in just using it for the sake of it. At RYOT Studio, we offer incredible technology solutions that are matched with unparalleled storytelling and filled by our first-party data insights. Those insights fuel the idea which enables us to bring immersive formats to marketers in a way that is accessible and scalable and relevant,” Cocker explained.

This is not the first time RYOT Studio has involved itself in creating AR campaigns. They have worked with concept store Officeworks in creating an AR Christmas campaign centered around a virtual Santa Claus, as well as with the Australian arm of news site HuffPost in relation with the National Aborigines and Islanders Day Observance Committee (NAIDOC) Week observance, where they created an art experience about the Migaloo whale migration.

Global campaign reel of the ‘Doritos AR Quest’ by RYOT Studio

‘Doritos Quest’ is part of a wider global campaign being featured in international markets including Belgium, Ireland, the Netherlands, Spain, and the UK. 

Sam O’Donnell, brand manager of Doritos at PepsiCo, stated, “We know Doritos fans are always looking for bold new ways to enjoy themselves and we wanted to encapsulate that in a tangible gaming experience. RYOT Studio has been imperative in enabling us to bring this vision to life and we look forward to seeing Aussies engage with Doritos like never before.”