Almost half of Gen Z (48%) want to see less explicit content on screen. So we created the world’s first adult film… with absolutely no adult content — inspired by the spicy, but not too spicy flavor of Doritos Golden Sriracha.

It looks like a p*rno, it sounds like a p*rno, but just as things are about to get too spicy, Doritos Golden Sriracha takes things down a notch… just how Gen Z likes it!

The film starred the spicy man of the moment, Walton Goggins as ‘The Plumber’. Only this time, he’s really just there to fix the pipes.

We launched with a live premiere at an adult entertainment venue. Then we showed up in culture in spicy, but not too spicy ways: through adult film posters as wild postings, adult film teasers in Times Square, a spread in Maxim Magazine, and even a real customer service line for our fictional plumbing company.

The results: The campaign turned some heads — +2B earned impressions and +46M organic views. And most importantly, it drove the business. We grew sales velocity grew by 27%, HH penetration by 30%, and share of the category by 33%.