Doritos Launches Spicy Softcore Parody Campaign Starring Walton Goggins

Doritos has launched a new advertising campaign featuring actor Walton Goggins in a cheeky, 1970s-style soft porn parody titled 'A Spicy, but Not Too Spicy Plumber' to promote its Golden Sriracha flavor. The nearly four-minute film humorously plays with familiar adult film tropes, with Goggins portraying a plumber who is more focused on fixing leaks than the flirtations around him, embodying the product's 'spicy but not too spicy' theme. The campaign, created by PepsiCo Foods US and agency Rethink New York, debuted at a live screening in New York City's Slipper Room burlesque club and includes billboards around Times Square and social media content. PepsiCo’s chief creative officer Chris Bellinger emphasized the balance of pushing boundaries without going too far, reflecting the flavor’s subtle heat that appeals to Gen Z’s preference for moderately spicy foods. Goggins, who recently gained sex symbol status from his role in The White Lotus, welcomed the comedic role as a lighthearted break and joked that the ad was "the closest to a porno" he would ever be in. The campaign's blend of humor, nostalgia, and boldness aims to resonate with younger audiences while highlighting the unique flavor profile of Doritos Golden Sriracha.