Four consecutive semesters of nationwide campus sampling and TikTok content creation for one of the world's most recognized snack brands.
Overview
For four consecutive semesters, PepsiCo Frito-Lay partnered with EvolveZ to run a nationwide college Brand Ambassador program for Doritos. What began as a 100-Ambassador program promoting Doritos Dinamita in Spring 2024 evolved into an ongoing partnership, with each semester bringing a new product focus and a new cohort of Ambassadors.
Across 2025, EvolveZ deployed 100 Ambassadors per semester to support the launches of Doritos Golden Sriracha in Spring and Doritos Dinamita XXTRA Flamin' Hot in Fall. Ambassadors distributed product samples through on-campus tabling events and student organization product drops, while creating authentic TikTok content to amplify each launch across social media.
EvolveZ managed the complete program lifecycle: Ambassador recruitment and vetting, brand training and onboarding, product fulfillment through our 3PL warehouse (reducing strain on the Frito-Lay sample fulfillment team), campus logistics, content review, and weekly performance reporting through CreatorIQ.
The program also produced content strong enough for the brand to use beyond the Ambassador program. The Doritos Dinamita team repurposed more than 30 pieces of Ambassador-created content on @Dinamita, the sub-brand's official TikTok account, turning campus activations into a steady stream of organic content for Doritos Dinamita's national social presence.
The Program in Action
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