Don't Fear the Heat

To prove that spicy Doritos Inferno chips don't fear the heat, we took a bag of Doritos into one of the hottest places on earth—the depths of the Ambrym volcano. Oh, and we invited our fans along for the journey.

We filmed the first ever 360° video inside an active volcano, brought a bag of Doritos Inferno chips and secured a lava rock for one lucky fan.

The video reached almost 5 million views and the campaign got over 58 million impressions, while increasing sales by 24%.

We also released a film documenting the entire journey, as proof that the Doritos made it to the bottom of the Ambrym volcano and back.