Doritos is supporting its new Heatburst range with a two month TV campaign that builds on its ‘For the Bold’ positioning. The new campaign, starring a baby dragon, is set to heat up the snacks market with Doritos Heatburst, the latest addition to the PepsiCo portfolio in the UK.

The Doritos baby dragon will be making his television debut on 4 March and, just like Doritos Heatburst, this creature will unleash the heat. The TV launch will be supported by a huge digital campaign, using the hashtag #HEATWILLCOME, across Facebook, YouTube, Twitter and Instagram, featuring ‘behind the scenes’ content of the baby dragon at the TV Shoot.

Retailers are encouraged to visit:, the PepsiCo online rewards and category management website for information on how to make the most of their snacking sales.