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Savoury snack brand Takis has announced a global promotional partnership with Sony Pictures to support the upcoming theatrical release of Spider-Man: Brand New Day on 31 July 2026.

The multi-channel marketing campaign, which officially commences on 1 July 2026, will introduce limited-edition product packaging, in-store retail programmes, and digital activations across 57 countries. The partnership is designed to leverage high-profile theatrical IP to drive volume sales during the key summer and back-to-school trading windows.

The collaboration represents a highly coordinated international campaign, combining physical retail activations with digital consumer incentives.

To stimulate volume purchase and increase average transaction values at checkout, Takis is launching a nationwide cinema ticket incentive program. Running through 31 August 2026, consumers who spend $15 on participating Takis products in a single transaction will receive an $8 Fandango Reward, which can be redeemed toward a cinema ticket to see the film.

To support the physical product rollout, the brand is deploying a 360-degree marketing campaign. This includes themed point-of-sale displays for retail partners, influencer-led social media campaigns, and regional experiential events designed to engage younger demographics throughout the summer months.

Limited Edition Packaging and Product Flavour Lineup

A central element of the campaign is the rollout of custom packaging graphics inspired by the film across select stock-keeping units (SKUs) in the Takis rolled tortilla chip portfolio.

The custom-designed bags are intended to act as collectable packaging on shelves, driving impulse purchases in the snack aisle. The limited-edition designs will be featured across multiple bag formats, including single-serve portions and larger multipacks optimised for the upcoming back-to-school season.

The participating product flavours include the following options:

🔥 Fuego – The brand's signature hot chilli pepper and lime flavour profile.

💎 Blue Heat – A hot chilli pepper blend featuring a distinct blue colour.

🧀 Intense Nacho – A non-spicy, cheese-forward flavour profile designed for broad consumer appeal.

💥 Nitro – A tangy, habanero and lime seasoning blend.

Brand Alignment and Fandom Engagement

According to Sandra Kirkpatrick, Senior Director of Marketing at Takis, the collaboration represents a logical alignment between two brands with highly active consumer bases. She noted that by combining custom packaging with retail and digital incentives, the company is creating multiple touchpoints to reach consumers ahead of the theatrical debut.

The campaign highlights an ongoing trend within the savoury snacks category, where brand operators leverage major entertainment intellectual properties to secure prominent endcap placements and differentiate their product portfolios during competitive summer trading periods.

By aligning its core rolled tortilla chip line with one of the season's major film releases, Takis aims to sustain brand velocity and strengthen its market share in the global convenience snack segment.