PepsiCo launches “Flavor Swap,” a social-first campaign and its first TikTok Shop product drop, pairing new chip mashups with top creators.
PepsiCo is betting that the next wave of snack innovation will be shaped as much by creators as by consumers.
The company’s “Flavor Swap” platform pairs new mashups of its flagship chip brands with high-profile tastemakers and marks its first product drop on TikTok Shop, the fast-growing e-commerce arm of TikTok that has become a key shopping channel for Gen Z.
The limited-edition combinations include Lay’s Sweet Southern Heat Barbecue flavor on Cheetos Crunchy with singer-songwriter Madison Beer; Ruffles Cheddar & Sour Cream reimagined on Doritos alongside streamer iShowSpeed; and Doritos Cool Ranch flavor layered onto Ruffles in collaboration with Dude Perfect.
Chris Bellinger, chief creative officer at PepsiCo Foods U.S., described the effort as the company’s first fully social-first campaign to debut a flavor drop — and its first time remixing established flavors across different chip brands.
The strategy reflects broader shifts in consumer behavior. According to data shared by PepsiCo, 68 percent of Gen Z consumers have purchased directly from social platforms, while 74 percent of U.S. shoppers have bought a product based on an influencer’s recommendation.
Flavor selection was also guided by performance data: Doritos Cool Ranch ranks as the brand’s second most popular variety, Ruffles Cheddar & Sour Cream leads its category, and Lay’s Sweet Southern Heat Barbecue taps into the growing “swicy” trend — sweet and spicy combinations.
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The campaign arrives as PepsiCo has announced plans to reduce prices on several snack brands, including Lay’s, Doritos and Cheetos, by nearly 15 percent, aiming to reignite growth among cost-conscious consumers.
Flavor Swap signals a deeper commitment to social-first marketing across PepsiCo’s portfolio. The company’s beverages division recently expanded its relationship with VaynerMedia, and its Poppi brand employed a similar strategy around its Super Bowl advertising push.
For PepsiCo, the message is clear: product innovation no longer begins on a grocery shelf — it begins in a feed.
