Doritos Takes the Nostalgia Marketing Route With 'Stranger Things Telethon'

Doritos is teleporting fans back to 1987 with the “Doritos Telethon for Hawkins,” a Stranger Things-themed call-in campaign featuring 80s legends Paula Abdul, David Hasselhoff, and ALF.

The effort centers around the hotline "1-855-4-HAWKINS," which fans can dial to leave messages for Hawkins residents and experience surprise transmissions straight from the Upside Down.

Chris Bellinger, Chief Creative Officer of PepsiCo Foods US, called the Telethon for Hawkins a "rally for the fandom."

"Think a nostalgic lineup of 80s icons like Paula Abdul, David Hasselhoff, and ALF (seriously), and a call-in experience that feels like it was beamed straight from 1987.

Being part of the ‘Telethon for Hawkins’ feels like stepping back into my favorite music video! I’m thrilled to team up with Doritos to rally devoted fans," he added.

Hotline at the Center

The phone number first appeared on Doritos Collisions Stranger Pizza x Cool Ranch bags launched earlier this month, which sparked thousands of calls before launch.

Now, digital spots are rolling out across social channels.

In the hero ad, a TV broadcaster reports "strange things" happening in Hawkins, Indiana. 

To support the victims of these tragedies, the reporter urges viewers to call the "Doritos Telethon for Hawkins."

Here, they also get the chance to speak with Hasselhoff, Abdul, and even ALF.

"We'll even feature the boldest messages in our telecast," the reporter explains. 

But more than hearing celebrity voices on the other line, fans may also encounter supernatural “interferences” and hidden Easter eggs built into the experience.

Doritos plans to take the concept to major cities with nostalgic phone activations.

It all acts as a brand marketing strategy to keep the momentum alive in the run-up to Stranger Things’ fifth and final season this November.

Flavors That Match the Nostalgia

To support the telethon, Doritos also released Stranger Things-inspired flavors.

Doritos Collisions Stranger Pizza x Cool Ranch celebrates the brand’s 1986 Cool Ranch launch, while Doritos Minis Glow in the Dark Spicy Sweet Chili gives fans a taste of Hawkins’ supernatural energy.

Overall, the new retro-themed spots and limited-time offerings link snacks to storylines, making the campaign both a retail experience and a part of pop culture.

Last year, Doritos’ parent company PepsiCo reported annual revenue of $91.85 billion, giving it the scale to execute multi-channel cultural activations like this.

What Marketers Can Learn from Series Tie-Ins

For brands and agencies, Doritos’ retro hotline is a great study on how to weave nostalgia into modern campaigns.

Key takeaways include:

• Iconic figures of the period the ads are set in create instant connection and help tie nostalgic campaigns to contemporary audiences.
• Interactive activations like hotlines sustain fan interest beyond passive ad viewing and deepen brand participation.
• Pairing limited-edition products with a show's drop amplifies retail sales and media impact at the same time.

The real test will be after Stranger Things ends: can Doritos keep its engagement alive without the show’s built-in hype?

Our Take: Can Nostalgia Stay Interactive?

Doritos did more than slap neon fonts on a bag and call it retro.

They went full tilt, building a hotline straight out of 1987 and roping in the kind of celebrity cameos you’d catch at 2 A.M. on basic cable.

It’s messy, loud, and a little ridiculous, but that’s what makes it work.

I’ve seen plenty of brands dabble in nostalgia, most of it a lazy remix of old ads and VHS fuzz.

This is different. It lets fans pick up the phone, leave a message, and get tangled in Hawkins static, not just remember something.

However, nostalgia is a sugar rush. It hits hard, then it’s gone.

If Doritos wants staying power, it has to keep finding ways to make the past feel like a live wire instead of a museum piece.

In other news, Chipotle launched a new offering and a social-first campaign starring Mr.Fantasy.