Sydney, AUSTRALIA — Doritos turned heads at the Formula 1 Australian Grand Prix with the launch of its boldest fan experience yet – the 21-metre-tall Doritos ‘Taste The Thrill’ Tower, designed to immerse racegoers in the excitement and energy of one of the world's most electrifying sporting events.
Located trackside at Albert Park, the towering activation challenged fans to climb 92 steps to reach a panoramic viewing platform overlooking the circuit, rewarding those willing to take on the ultimate Grand Prix challenge.
Adding to the experience, a dedicated Doritos Loaded Nachos Food Truck gave fans the chance to enjoy loaded nachos while unlocking access to an express lane to the top of the tower.
Alessia Taddei, Chief Marketing Officer, ANZ Foods at PepsiCo, said the activation was designed to bring Doritos’ bold brand spirit to life in an unforgettable way.
"We wanted to create something truly bold that captures the excitement and intensity of Formula 1 while bringing the Doritos brand experience to life. The Taste The Thrill Tower delivers an experience that's impossible to miss, rewarding fans who are up for the challenge with one of the best views of the track."
The activation forms part of PepsiCo's global Formula 1 partnership, announcing the brand's ambition to create experiences that match the scale, passion and adrenaline of the sport.
With thousands of fans descending on Melbourne for race weekend, the Doritos Taste The Thrill Tower transformed spectators into participants, creating an experience that celebrated the thrill of Formula 1 through the brand's signature boldness and flavour.
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