We’re flummoxed, frankly.
Incognito Doritos
Credit: Frito-Lay

I’ve read this press release from Frito-Lay quite a few times, and I think I might possibly be beginning to understand what’s going on here—kind of.

Let me try to summarize: The new “Incognito Doritos” are not Doritos at all. The bag is actually just a tightly folded Spider-Man suit. But why? I do not know.

In what I can only assume is an effort to complicate matters further, the press release clarifies that “this is not just any suit.” It’s an “official replica of the ‘Black & Red’ edition made by Spider-Man's official suit maker Shafton Inc. that will make its debut in the upcoming film, marking the first time fans can get their hands on one.”

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If you want to get your hands on one of these faux chip bags, you’ll have to enter a giveaway sweepstakes. All you have to do is tweet about what superpower you get from Doritos (again, I don’t know—just use your imagination) using #IncognitoDoritos and #entry before June 30. Make sure to tag @Doritos.

Doritos will auction off one special-edition version on eBay to benefit Capes4Heroes, which “creates personalized superhero capes for kids with disabilities or illnesses or who just need to feel empowered.” They’ll also make a separate donation. Perplexed as we are, we think that’s pretty cool.

"Teaming up with Spider-Man, we knew we had to deliver something epic and iconic to fans around the world," Leslie Vesper, senior director of marketing, Frito-Lay North America, said in a statement. "So we thought in a humorous way we could help Peter Parker keep his identity secret. We also know that there's a strong overlap between our core Doritos consumers and Spider-Man fans, so we wanted to create something fun that truly brings both worlds together and for a good cause."