Bringing Minecraft Creeper to Life with Doritos
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Doritos introduced the limited edition "The Creeper Pizza" flavor as part of a creative campaign launched for the premiere of "Minecraft: The Movie." The campaign playfully merged the pixelated universe of Minecraft with the distinctive triangle shape of Doritos chips, highlighting the uniqueness of both brands. This was the first-ever Doritos line presented in a themed package referencing the world of Minecraft and, in particular, the iconic Creeper character. The campaign’s tagline — “Taste that follows you” — referred to the way Creepers shadow players in-game, making the connection both fun and instantly recognizable for fans of both brands.
The agency Cut The Mustard was responsible for strategy, creative concept and overall campaign execution, with Ekstrakt Studio supporting production. The campaign made innovative use of CGI to animate the Creeper character, which appeared in dynamic, storytelling-driven clips and ads. These short, snackable stories featured the Creeper tracking down popular Polish influencers — Kuba Patecki, Fusialka and Blowek — creating an engaging brand narrative.
Ekstrakt Studio provided end-to-end production support, overseeing the project from logistics to the final edit. Our involvement spanned from location management and video spot production to cutting-edge CGI animation and complete post-production, delivering a flawless final asset ready for the screen.
The campaign brought together strong visual icons - Minecraft’s squares and Doritos’ triangles - capturing the attention of young consumers and gamers. High influencer involvement boosted reach and ensured the message resonated authentically online. The limited edition led to increased trial among consumers, while digital activities like QR codes and contests strengthened engagement and brand loyalty. The creative direction and storytelling of the campaign received positive reviews in the media and the marketing industry.
Creative Experience Studio.
