Doritos UK and DICE Join Forces to Press Play on Live Music This Summer

In anticipation of restrictions safely easing, Doritos and Mother partner with DICE as part of new brand platform ‘Make Your Play’, dropping physical and virtual play buttons across the UK that unlock access to live music events, including the nation’s tastiest festival, Strawberries & Creem

As the UK eagerly awaits the final, safe easing of restrictions, Doritos launches new brand platform ‘Make Your Play’, giving music-lovers a reason to celebrate the hopeful return of live music this summer. The new brand platform aims to encourage the nation to step up to the plate, express themselves freely and be who they want to be, rather than who they are expected to be. With a small but significant twist to the iconic Doritos chip - turning the triangle on its side to form a play button - the UK will see the play buttons pop up physically and virtually, unlocking the hottest summer full of live music events.

With life having been on pause for the last 18 months, many festivals and gigs have been cancelled, hitting the events industry hard and leaving live music fans starved. While the nation awaits the lifting of restrictions, Doritos is on hand to provide some positive encouragement along the way, by giving snackers across the country a chance to make summer 2021 one to remember. As part of ‘Make Your Play’, Doritos is opening a portal for the UK to playfully express themselves with the first phase of the campaign by partnering with DICE, a music discovery and ticketing platform, which offers the country the chance to finally press play on live music again this summer when restrictions ease. 

Snackers will be able to hunt for scannable play buttons in the form of the iconic Doritos chip. Once scanned, the play buttons will enable music-lovers to be in with a chance to win tickets* to the hottest gigs, clubs and live streams exclusively via the DICE app, including access to this year’s hottest festival, Strawberries & Creem, in Cambridge on 18th - 19th September. 

From 21st June, interactive Doritos posters appearing across London, Manchester, Birmingham, Leeds, Glasgow, Liverpool, Bristol, Brighton, Cardiff and Southampton, will give eagle-eyed music fans an exciting opportunity to win their way into their favourite events. Snackers outside the poster cities will still be able to get in on the action, as play button ads will be popping up on social media channels including Instagram, Facebook, Snapchat, Vevo and Twitch across the summer. This activity is supported by a TV ad introducing the Make Your Play brand platform. 

As play buttons are discovered, Doritos will unlock 250 pairs of day tickets on DICE to the UK’s tastiest festival for music and youth culture, Strawberries & Creem, as well as thousands of discount codes to watch the superstar line-up including Koffee,  Burna Boy, PARTYNEXTDOOR and Bugzy Malone. Also up for grabs will be hundreds of vouchers for use across the DICE platform enabling music-lovers to hit play on live music once again. To find out full T&Cs head over to Doritos.co.uk/makeyourplay. 

Chris Jammer, Co-Founder of Strawberries & Creem said: “After experiencing one of the toughest years for live events in history, we are working hard to ensure we are ready to give our fans the epic summer that they deserve with this year's stellar line-up. After two years of being on pause, we are thrilled that, through the partnership with Doritos, we are opening up the festival to a wider audience and giving everyone the opportunity to win tickets. We can’t wait!”

The Cambridge-based festival will be bringing some of the top artists and entertainers – across Hip-Hop, R&B, Afrobeats, Dancehall, House, Drum & Bass and much more. 

Clafoutie Sintive, Marketing Director Snacks UK at PepsiCo said: “It’s been a particularly difficult time for the music industry, which is why we wanted to create meaningful partnerships with innovative leaders in the music space who reflect our goals and values. 

The Strawberries & Creem festival was born out of a side hustle from the founders and they made their own play by taking bold  risks to create a hugely exciting and successful event for music and youth culture. We are delighted to be working with them and indeed DICE to bring tickets to consumers via our Make Your Play activation - enabling the music starved fans to hit play on life again.”.   

Carly Plunkett, Global Brand Partnerships Lead at DICE, said: said:  “Our mission at DICE has always been to get people out more. Fans desperately miss live music and can’t wait to get back out again to experience the magic of a live event. We can’t wait to press play on live with Doritos, offering fans across the country the opportunity to discover and connect with their favourite artists and the best live shows.”

To find out when the Make Your Play buttons are coming to your city, follow @Doritosuk, @DICEfm and @StrawberriesandCreem and keep an eye on the Doritos Make Your Play webpage.