SUPER BOWL CHAMPIONCHIP RINGS

We turned the most snackable day of the year into a collectible moment of glory.
To celebrate Super Bowl Sunday, we created limited-edition “ChampionChip Rings” honoring Frito-Lay’s most beloved brands.
These oversized rings blended sports culture, snack fandom, and bling-worthy flexes—and became the ultimate fan trophy.

As the official chip of the Super Bowl, we decided to integrate ourselves like never before into the greatest day in sports. What began as a simple prizing sweepstakes concept, quickly morphed into an epic championship level idea that only Frito Lay could pull off…or in this case put on. Our team developed 5 custom Super Bowl rings in partnership with Josten’s, who have designed a majority of the past Super Bowl rings of the past. Each of the five rings encapsulate elements from each iconic brand, for those die-hard fans that can’t get enough. The brands took to social with a chance to win one of the rings in the days leading up to the big game. In addition, the rings were highlighted and shared at the Frito-Lay experiential event, on display for those in attendance to view.

SUPER BOWL LVII RINGS

Overview:
We transformed Super Bowl Sunday into a moment of ultimate snack fandom with a series of collectible, blinged-out “ChampionChip Rings.”

Challenge:
Frito-Lay wanted to own the Super Bowl conversation beyond the traditional ad buy—something physical, fun, and built to generate buzz.

Big Idea:
What if the champions of the snack aisle got their own rings, just like Super Bowl MVPs? We created a limited-edition ring series to celebrate snack loyalty in a big, wearable way.

Execution:
Each ring honored a Frito-Lay brand—Doritos, Cheetos, Tostitos, and more—and featured over-the-top design, gold detailing, and custom boxes. Fans entered to win them through digital and retail activations.

Impact:
Championchip Rings created social chatter, earned media, and drove fans to engage with Frito-Lay in a whole new way. A perfect blend of pop culture, football, and fan obsession.