Doritos Taps Walton Goggins for '70s-Inspired Campaign Launching New Flavor

Doritos is turning up the heat with a ‘70s softcore-inspired short film promoting its new "Golden Sriracha" flavor.

Created by Rethink, the campaign features actor Walton Goggins as a clueless plumber surrounded by seductive archetypes: a sultry roommate, a dripping faucet, and innuendo-laden encounters.

The film, aptly titled "A Spicy, But Not Too Spicy Plumber," embraces cheeky setups and campy sensuality without crossing into anything actually scandalous.

The idea is to mirror the chip’s flavor profile of being bold and slightly spicy, but not overwhelming.

"That ‘spicy, but not too spicy’ vibe? It came straight from people who were loving Doritos Golden Sriracha or worried it was outside their spice range," said Chris Bellinger, CCO at PepsiCo Foods US.

“They told us that they never realized the flavor was spicy…but not too spicy. And they loved it.”

Tapping into Gen Z’s preference for “swicy," or sweet and spicy flavors, the brand aimed to strike a playful balance.

“We played with the old-school tropes you think you know and flipped them,” Bellinger added.

“That playful tension, the tease, the buildup, and the wink are what make the short film feel like the chip.”

Additionally, Rethink partner and CEO Tara Lawall called the creative collaboration “truly exceptional,” crediting the film’s provocative tone with tapping into the heart of what makes Doritos a bold brand.

Retro Vibe for a Modern Campaign

The nearly four-minute spot starts off with "the Bombshell" discovering a leak in her villa. 

She welcomes the plumber, played by Goggins, into her house to check on the "big problem."

The rest of the ad leans into the suggestive and sultry nature of '70s softcore, with cheeky jokes coming from the entire cast.

"Do I hear banging?" the Bombshell's roommate says, as he enjoys the new Doritos flavor while striking a pose. 

Now in the living room together with the "Cougar," the two ask Goggins how they can pay him for his service, to which he answers earnestly.

To close the spot, Goggins picks up the bag of Doritos, as a pizza deliveryman knocks on the door to ask who ordered "sausage." 

To support the launch, Doritos premiered the film with a one-night-only screening at New York’s Slipper Room, a venue known for its burlesque roots.

The short film also received a wide digital rollout, supported by out-of-home (OOH) placements across New York City, including key billboard real estate near Times Square. 

The campaign fits neatly into the brand’s evolving brand partnership playbook.

Rather than go for shock or safe humor, Doritos is leveraging character-driven comedy and nostalgia to speak directly to younger audiences in taste and tone.

According to Tina Mahal, SVP marketing at PepsiCo Foods US, the nuance was intentional.

“Some want heat that builds rather than overwhelms, and content that suggests rather than shows.”

Our Take: Does Humor Help Launch New Flavors?

Doritos used humor and nostalgia to make a chip launch feel like entertainment, and it works.

The short film is a simple way to show that the Golden Sriracha flavor is bold but still easy to enjoy.

Instead of relying on flashy TikTok trends, the brand told a clear and funny story that ties back to the product.

Recently, M&M’s took a similar nostalgic route with its PB&J campaign starring Kim Rhodes.