Tostitos Makes You Guess Its Next Dip with Hulu Collaboration

Tostitos is adding suspense to snack time with a limited-edition dip created in partnership with Hulu’s hit series "Only Murders in the Building."

The campaign introduces "Oliver’s Dip," a flavor inspired by the show’s eccentric detective Oliver Putnam, timed with the show's Season 5 premiere on September 9.

While we're free to guess what's in it, what we can all be sure of is how the dip is free from artificial flavors and colors.

This decision comes as part of PepsiCo Foods’ ongoing shift toward cleaner ingredients.

Jess Spaulding, VP of Brand Marketing at PepsiCo Foods U.S., described the launch as both bold and playful.

“We are introducing a new Tostitos dip flavor crafted without artificial flavors or colors — infused with intrigue and bursting with excitement," she said.

"Inspired by Hulu’s ‘Only Murders in the Building’ and its resident dip aficionado, Oliver Putnam, this collaboration brings together a delicious taste and compelling storytelling."

In short, the dip doubles as an activation to build buzz around the new season.

Fans can attempt to solve the flavor mystery by following Tostitos on social platforms, where exclusive giveaways will unfold through late October.

How the Mystery Unfolds

At the heart of the campaign is an online contest running through October 29.

Fans will get the chance to comment on specific Instagram posts, giving them a chance to win exclusive kits featuring “Oliver’s Dip” and themed clue cards.

To amplify watch parties, Tostitos is also pushing a "Dips with Dinner" menu pairing the new flavor with steak bites, quesadillas, mozzarella sticks, and other snacks.

It's an effort to show how the product can fit into everyday meals, and not just on special occasions.

Overall, Oliver’s Dip is framed as another addition to Tostitos' portfolio of dips and snacks free from artificial colors and ingredients.

This health-conscious angle gives the campaign weight beyond a pop-culture tie-in.

Our Take: Are Snack and Show Tie-Ins the Move? 

The latest initiative between Tostitos and Hulu is a clever way to turn a product into a talking point.

It ensures that Tostitos doesn’t just ride the coattails of Only Murders in the Building, but actually becomes part of the conversation.

I also like how the mystery element ties back both to the show and to the experience of tasting the dip.

To me, that shows how food brands can move past functional messaging and dip their chips into playful storytelling.

In other news, Xfinity recently rolled out a football-themed campaign starring Owen Wilson and Vince Vaughn that shows how nostalgia can resonate more deeply than product features.