Doritos Teams With 'Stranger Things' to Turn Snack Packaging Into Collectibles

Doritos is giving "Stranger Things" fans a taste of 1987.

The snack brand has come out with a new line of limited-edition offerings celebrating the Netflix show’s fifth and final season.

The centerpiece of the release is the "Doritos Collisions Stranger Pizza x Cool Ranch," a mashup flavor inspired by ‘80s pizza culture and the rise of Cool Ranch.

The retro-styled packaging design is meant to feel like it belongs on a Hawkins convenience store shelf.

It's a detail meant to connect with both longtime Doritos fans and Netflix viewers.

“Our fans have been asking us for a pizza-flavored Doritos for some time," said Tina Mahal, SVP of Marketing at PepsiCo Foods US.

"It’s one of our top-requested flavors, and the launch of 'Stranger Things' Season 5 felt like the perfect time to deliver."

Doritos is also giving its classic flavors a Hawkins makeover. Four fan favorites are getting limited "Stranger Things" packaging, including:

• Nacho Cheese
• Cool Ranch
• Sweet & Tangy BBQ
• Spicy Sweet Chili

Notably, the Doritos Minis Glow in the Dark Spicy Sweet Chili will also get a new look to tie into the '80s vibe.

The collectible bags are available nationwide only while supplies last.

Snacks, Packaging, and Beyond

Doritos has teased additional announcements to immerse fans deeper into the "Stranger Things" universe.

While details are under wraps, the company hinted at interactive tie-ins designed to capture the spirit of the show’s 1980s setting.

The lineup officially hit shelves last September 15, with prices ranging from $2.69 for snack-size bags to $6.29 for the larger format.

Meanwhile, the Glow-in-the-dark Minis will retail for $3.49.

Overall, Doritos is establishing itself as the go-to snack for viewing parties and social moments by anchoring the release to the November 26 series premiere.

With retro cues and a snack mashup that fans specifically requested, Doritos is building a brand partnership that ties its products directly to one of Netflix’s most successful franchises.

A C3 Lab survey of Gen Z and Millennials in the U.S. showed that 81% love brand collectibles or like them, while 71% share that they make them happy.

When designed with scarcity or exclusivity, collectibles can also fuel anticipation and community engagement, making simple products like a bag of snacks more valuable for fans.

Creative & Campaign Takeaways for Agencies

For agencies, Doritos’ Stranger Things tie-in shows how a brand can anchor itself in pop culture without forcing it:

• Nostalgia is most powerful when it comes with something fans can hold or taste, not just a marketing message.
• A brand partnership should feel like it belongs in the narrative world, not tacked on as an afterthought.
• Scarcity works, and limited flavors and collectible packaging push fans to act quickly before the moment passes.

The real hurdle for Doritos will be what comes after the series is over.

Our Take: What’s the Play?

"Stranger Things" ends this year, but I'm confident the chip brand will come up with a new cultural tie-in that would keep fans engaged once Hawkins fades from the spotlight.

This campaign works because it’s simple: give fans what they’ve been asking for and tie it to a cultural moment.

Doritos isn’t trying to reinvent itself.

Instead, it’s leaning into nostalgia and making sure its product shows up where fans are already paying attention.

I like that the packaging itself feels collectable, giving people a reason to buy sooner, not later.

For a brand, this is a smart way to spark urgency without overcomplicating the idea.

In other news, Panda Express launched an action-packed spot, with aunties taking the spotlight.