Doritos® Dinamita® Takes Center Stage at Super Bowl LVIII with New Flavors and Bold Commercial

Doritos®, known for its dynamic presence in Super Bowl advertising over the past 23 years, is shifting the spotlight to its latest innovation, Dinamita®. As the brand prepares to explode onto snack shelves with new spice-packed flavors and a new sticks shape, fans can also look forward to a fiery in-game commercial during Super Bowl LVIII.

Tina Mahal, Senior Vice President of Marketing at PepsiCo Foods North America, expressed excitement about Dinamita’s Super Bowl debut. “Doritos has a long history of delivering fan-favorite Super Bowl commercials, but new pack-a-punch flavors, unique shapes, and some spicy stars will make Dinamita’s Super Bowl commercial a campaign that will get snackers across the country buzzing like never before,” she said.

Doritos Dinamita is set to disrupt the snacking aisle with four new flavors alongside the original Doritos Dinamita Chile Limón. The lineup includes:

  • Doritos Dinamita Flamin’ Hot® Queso, rolled for extra crunch with explosive cheesy flavor.
  • Doritos Dinamita Smoky Chile Queso, offering a robust queso flavor with a smoky kick, in the brand-new Dinamita sticks shape.
  • Doritos Dinamita Tangy Fiery Lime, bursting with sour spice and zesty lime in the new sticks form.
  • Doritos Dinamita Hot Honey Mustard, combining bold mustard flavors with a hot honey twist, also in the new sticks form.

To support the launch, Doritos Dinamita has rolled out a multi-media marketing campaign, including a new TikTok page and in-person sampling at stores and colleges nationwide. The brand is also teasing additional fiery announcements leading up to Super Bowl LVIII, encouraging spice fans to “Go ahead, try us.”

All five flavors of Doritos Dinamita are available at retailers nationwide, with prices set at $2.49 for a 4 oz. bag and $5.99 for a 10.75 oz. bag.

The Super Bowl commercial for Doritos Dinamita follows the inclusion of Doritos in the “Taste of Super Bowl,” Frito-Lay’s 2024 NFL Playoff campaign. The television commercial features three football legends experiencing victory in a new, chip-inspired way.

Learn more at www.fritolay.com.


PepsiCo’s portfolio includes iconic brands like Lay’s®, Doritos®, Cheetos®, Gatorade®, Pepsi-Cola®, Mountain Dew®, Quaker®, and SodaStream®. PepsiCo’s pep+ strategy focuses on sustainability and human capital to create value and growth within planetary boundaries.For more information, visit www.pepsico.com.

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