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Doritos
Product typeTortilla chip
OwnerFrito-Lay
Introduced1964; 60 years ago (1964) (Nationally in 1966; 58 years ago (1966))
Related brandsFritos
Marketsworldwide
Websitedoritos.com

Doritos (/[invalid input: 'icon']d[invalid input: 'ɵ']ˈriːtoʊz/) (literally, from Mexican Spanish [doradito] Error: {{Lang}}: text has italic markup (help) or [dorito] Error: {{Lang}}: text has italic markup (help): "turned golden or crisp") is a brand of seasoned tortilla chips produced since 1964 by the North American food company Frito-Lay (a wholly owned subsidiary of PepsiCo, Inc.).[1][2]

History

The original product was made at the Casa de Fritos at Disneyland in Anaheim, California. Using unused tortillas, the company-owned restaurant cut them up and fried them (as in traditional Mexican chips called totopos) and added basic seasoning, resembling the Mexican chilaquiles, but in this case being dry. Arch West was the Vice President of Marketing of Frito-Lay at the time, and noticed the popularity. He made a deal with Alex Foods in 1964, the provider of many items for Casa de Fritos at Disneyland, and produced the chips for a short time regionally, before it was overwhelmed by the volume, and Frito-Lay moved the production in-house to its Tulsa plant.[3]

"Doritos" were released nationwide in 1966, the first tortilla chip to be launched nationally in the United States.

In a television special on the National Geographic Channel about Ultimate Factories, episode 5-5, it was said that Doritos is a $4 billion dollar a year product. This made it the number one seller in corn based chips; it is the second leading seller behind Lay's Potato Chip, another Frito Lay product.

According to Information Resources International, in 1993, Doritos earned $1.3 billion in retail sales, one-third of the total Frito-Lay sales for the year. Nevertheless, in the costliest redesign in Frito-Lay history, in 1994 the company spent $50 million to redesign Doritos to make the chips 20% larger, 15% thinner, and rounded the edges of the chip. Roger J. Berdusco, the vice president of tortilla chip marketing, said a primary reason for the change was "greater competition from restaurant-style tortilla chips, that are larger and more strongly seasoned".[4] The design change was the result of a two-year market research study that involved 5,000 chip eaters. The new design gave each chip rounded corners, making it easier to eat and reducing the scrape resulting from broken corners. Each chip was also given more seasoning, resulting in a stronger flavor. The improved chips were released in four flavors beginning in January 1995.[4]

Frito-Lay eliminated trans fat from all Doritos varieties in 2002. The same year, the Doritos brand began complying with U.S. Food and Drug Administration labeling regulations, four years before the regulations became mandatory.[5]

The company was sued in 2003 by Charles Grady, who claimed that his throat had been damaged because of eating Doritos. According to him, the shape and rigidity of the chips made them inherently dangerous. Grady attempted to admit into evidence a study by a former chemistry professor that calculated how best to safely swallow the chips. The Pennsylvania Supreme Court later ruled that the study did not meet scientific standards and could not be presented as evidence.[5]

In 2005, Doritos sales in the United States fell by 1.7% to $595 million. To increase sales in 2006, the company launched several new flavors, a new label, and more bilingual advertising. Frito-Lay vice president Joe Ennen described this as "the most significant rebranding and relaunch in Doritos' 38-year history".[6]

File:Doritos Logo (2005 and 2013).JPG
An example of the previous Doritos logo still being seen in convenient stores, though only on the popular Nacho Cheese flavor.

On February 21, 2013, the Doritos logo was changed again and is now advertised with a new slogan that reads "FOR THE BOLD." This time it homages the original design and in a way combines it with the previous design's element. The logo change was unannounced and appeared out of nowhere and can now be seen on all flavors of Doritos, though some bags of the Nacho Cheese flavor still inhabit the past 2005 logo. It was officially changed on the Frito-Lay website the same day.[7]

Flavors

"Nacho Cheese" flavoured Doritos

Doritos are sold in many countries worldwide in assorted flavours. They launched nationally in 1967,[8] and proved successful, but additional market research revealed that many consumers outside the Southwest and West considered the chip to be too bland—not spicy enough for what was perceived as a Mexican snack. Frito-Lay therefore developed taco-flavoured Doritos, which were introduced nationally in 2013 and were a tremendous success. Four years later, national distribution began of nacho cheese-flavoured Doritos, which were also a hit, and for a short run at the end of the 1970s, the Sour Cream and Onion flavoured chips were available, but were discontinued in the early 1980s.[9] Cool Ranch/Cool Original (known for a time as Cooler Ranch) flavour was released in 1986.

In the 1990s, in partnership with parent company PepsiCo's fast food brands, two new flavours of Doritos were introduced, Taco Bell's Taco Supreme (incorporating a "beef" flavoring that was quite different from the original 1960s "Taco" incarnation) and Pizza Hut's Pizza Cravers. After PepsiCo spun off its restaurant division in 1997, the flavours were simply renamed taco and pizza, respectively, with the pizza flavour discontinued in some markets. At around the same time, due to the popularity of Frito-Lay's Tostitos brand the unflavoured Toasted Corn was briefly discontinued, then brought back. In 2007 in several markets, there was briefly a Nacho Chipotle Ranch Ripple flavour. In 2008, the Taco Bell flavour was temporarily re-released under the "Back by Popular Demand" label along with Four Cheese.

In 1990, Jumpin' Jack Monterey Cheese flavoured Doritos were introduced. This flavour was later discontinued. Also in the 1990s, Doritos had a flavour in Canada called Texas Tang. The flavour was only available for a few years before it was removed from their flavour line-up. In 1997, Spicy Nacho was introduced.

For a brief period in 2004, Doritos introduced new shape and form called "Rollitos", which were corn chips shaped into small tubes, like a regular triangular Dorito was "rolled" up. Rollitos flavours included Nacho Cheesier, Zesty Taco, Cooler Ranch and Queso Picante.[10]

Five versions of "Doritos Collisions", which include two different flavours in the same bag, have been produced. Those varieties of Doritos Collisions are Hot Wings/Blue Cheese, Zesty Taco/Chipotle Ranch, Habanero/Guacamole, Cheesy Enchilada/Sour Cream, and Pizza Cravers/Ranch.[11]

In 2007, Doritos ran a campaign called "Doritos X-13D Flavor Experiment" where black, unidentified bags of Doritos were on the market for consumers to identify and name the flavour. The only flavour identification on these chips was "All American Classic". Rolland Smith was the founder of the variety of different flavours. He has created many flavours including cheeseburger, jalapeño, hot sauce, green peppers, etc.[12]

Reincarnations and relaunches of the Taco Doritos, including the 2008 "Back By Popular Demand" campaign, were thought to differ from the original Taco flavour. (A sour cream flavour had been added to the formula around 1985.[clarification needed]) The taco chips included in the Zesty Taco and Chipotle Ranch "Collisions" bags were thought by customers to be very close to the original, but were later discontinued in most of the United States.[13] In late 2010 the taco flavour recipe that was used in the 1980s returned in a limited edition "retro" styled bag incorporating the original Doritos logo, and in early 2011 the company announced that this incarnation would remain in the permanent product line-up.[14]

In 2008, Doritos debuted a "mystery flavour" Quests with prizes being given as puzzles were solved. The mystery flavour was Mountain Dew.[15] In 2009, Doritos released some new flavours under the banner Doritos Late Night: Tacos at Midnight and Last Call Jalapeno Popper. They also modified the X-13D Flavor as All Nighter Cheeseburger.

2010 saw the release of three successively spicy "Degree Burn" flavours (Blazin' Jalapeno/Jalapeno Fire, Fiery Buffalo and Scorchin' Habanero), cross promoted to "cool down" with Pepsi's lime "Cease Fire/Max Citrus Freeze", and the wasabi flavoured Mr. Dragon's Fire Chips. 2010 saw the introduction of Doritos to New Zealand and with it flavours including Nacho Cheese, Cheese Supreme, Salted, and Salsa. This year also saw the original Taco flavour of Doritos revived in the original packaging design.

In the spring of 2011, a Tapatio hot sauce flavour was released. In February 2011, Doritos Canada ran a competition to write the end of a commercial for two new flavours ("Onion Rings n' Ketchup" and "Buffalo Wings n' Ranch"), and to vote for which of the two flavours would be taken off shelves when the contest ended. Onion Rings n' Ketchup received the most votes and remained on sale.[16]

UK flavours

  • Chilli Heatwave (Red)
  • Tangy Cheese (Orange)
  • Cool Original (Blue)
  • Jalapeño Fire (Black)
  • Light Salted (Cream)
  • Hint of Lime (Green)
  • Barbecue (Brown)
  • Salsa Nacho Fajita Bowl (Pink)

Dips are available in the following flavours

  • Hot Salsa
  • Mild Salsa
  • Sour Cream & Chive
  • Nacho Cheese
  • Barbecue
  • Red Pepper & Paprika

Marketing

The brand's marketing campaigns have included many television commercials featuring Avery Schreiber,[17] Jay Leno,[2] and Ali Landry,[18] as well as product placement in movies, such as Wayne's World.[19]

Super Bowl

For many years, Doritos advertised heavily during the Super Bowl. According to Thomas L. Harris's Value-Added Public Relations, "the most-used single video news release of 1995" was a Doritos Super Bowl Commercial featuring recently-defeated US state governors Mario Cuomo and Ann Richards. The pair were discussing change and the ad ended with viewers aware that the change they referred to was not political, but rather a new packaging for Doritos. The ad generated a great deal of publicity before it ever ran and much discussion afterward. The governors later parodied their ad; when they were interviewed on the CBS news program 60 Minutes, the two were often seen eating Doritos.[20]

In 1998, Doritos cast former Miss USA Ali Landry in a new Super Bowl Commercial. In the ad, filmed in a Laundromat, she plays a sexy customer who catches Doritos chips in her mouth as they come flying helter-skelter. The ad was such a success that Frito-Lay signed Landry, who became known as "The Doritos Girl," to a three-year contract.[21]

For Super Bowl XLI, Doritos launched a contest, Crash the Super Bowl, to allow consumers to create their own Doritos commercial. The general public was allowed to vote for their favorite of five finalists. According to Doritos, the vote was so close that just before the game the company decided to run two of the ads rather than just one. Both commercials finished highly in ratings of commercials during this Super Bowl.[22] The following year, Doritos sponsored a contest to find a musician to feature in a Super Bowl ad. Although the ad, featuring winner Kina Grannis, generated a lot of publicity, it ranked last in popularity among the program's ads.[23]

For Super Bowl XLIII, Doritos relaunched the fan-created commercials, with the winning vote going to the "Free Doritos" ad, which featured an office worker (Comedian Steve Booth) with a snow globe (believing it to be a crystal ball) "predicting" that everyone in the office would get free Doritos, then subsequently throws the snow globe into a vending machine selling nothing but Nacho Cheese & Cool Ranch Doritos.[24] The commercial was ranked by the USA Today Super Bowl Ad Meter as the best ad for the year, earning the creators of the ad — Joe and Dave Herbert — a US $1 million prize.[25] They again aired two ads during the game ads and the second place ad also placed in the top five according to USA Today. This ad featured a guy who discovers that each crunch from his bag of Doritos causes whatever is on his mind to become reality (until he runs out of chips). Another popular commercial from the group of finalist included an executive making a presentation to other executives on a new (fictional) Doritos flavor called "Doritos Beer", which, as the name implies, is beer-flavored Doritos, with each chip containing as much alcohol as an equivalent of a 16 ounce can of beer. The executive making the presentation, eating the beer-flavored chips, ends up drunk on the chips and is down to his underwear and a tie by the end of the commercial.[26] For Super Bowl XLIV, four ads were entered, and if three of the commercials sweep the top three positions in that year's Ad Meter contest, all of the creators would be awarded a total of US $5 million, broken down as $1 million for first place, $600,000 for second and $400,000 for third, plus each maker would get an additional $1 million.[27]

For the Super Bowl XLIII as aired in Canada, Doritos aired the "Chip Hat" commercial [28] advertising their new "unidentified flavor" chip flavor that offers a prize of CDN $25,000 + 1% of all associated sales to someone that can both name, and create an ad for the new flavor.[29] The new winning name, Scream Cheese (or, in French, Fromage Fracassant), was submitted by Ryan Coopersmith of Montreal.

For the Super Bowl XLIV Doritos aired the "House Rules" commercial, as a “Crash the Super Bowl” finalist. It was ranked by ADBOWL as the second best ad of the year.

For Super Bowl XLVI, an ad aired featuring a Grandma and a baby attempting to get a bag of Doritos by a slingshot activated by a wheelchair. The bag was stolen by a child, constantly teasing them in the process. The baby reaches the bag and steals it back with just enough force to reach it. Flattering the child, Grandma and the baby eat the Doritos with ease.

Other

In 2008, Doritos were promoted by an "out-of-this-world" advertising campaign, literally beaming a 30 second advertisement for Doritos brand tortilla chips into a planetary system 42 light years away. The project was in collaboration with EISCAT Space Center in Svalbard, Norway. The "You Make It, We'll Play It" contest chose the winning advertisement that was transmitted on June 12, 2008. The ad was beamed towards a distant star within the Ursa Major constellation that is orbited by planets which may harbor life.[30]

Doritos was the main sponsor of Wolverhampton Wanderers for the 2002/03 and 2003/04 seasons, the latter of which was spent in the Premier League. Doritos officially sponsored the "Hail to the Cheese Stephen Colbert's Nacho Cheese Doritos 2008 Presidential Campaign Coverage."[31] The money given to Colbert could not be used to directly fund his campaign, so he used the money to fund The Colbert Report. He claimed that he would not use his show to plug Doritos, but plugged the chips during these claims. After the campaign flopped, Colbert joked that his "body will stop producing bright orange waste."[32] In March 2008, Colbert partnered with Doritos, specifically the Spicy Sweet Chili flavor, to promote his Philadelphia-based coverage of the Pennsylvania primaries.[33] Doritos sponsored Super Bowl halftime shows in the 1990s.[citation needed]

In 2010, Doritos Canada launched a "Viralocity" competition, asking the public to name a new flavor and to produce an online video advertising the fictional new flavor, Natalie Armstrong submitted her video before she received the most points based on numerous factors including, most widely-viewed, wins a cash prize.[34]

In 2010, Doritos launched for the first time in New Zealand with Nacho Cheese, Cheese Supreme, Salsa, and Salted flavors. It replaced the long-running CC's brand.

On September 20, 2011, retired Frito-Lay marketing executive Arch West, who was credited for creating Doritos as the first national tortilla chip brand, died in Dallas at age 97.[35] It is said that corporate response showed little enthusiasm to the tortilla chip idea, but more marketing research led to the Doritos release.

To coincide with the 50th anniversary of Taco Bell, Doritos and Taco Bell partnered to form the Doritos Locos Tacos, introduced on March 8, 2012. The taco is a standard Crunchy Taco. The taco comes either as a Doritos Locos Taco Supreme (ground beef, lettuce, diced tomatoes, shredded cheese, and sour cream), or a Regular Doritos Locos Taco (ground beef, lettuce, and shredded cheese), but the taco shell is made out of Nacho Cheese Doritos.[36] From 1978 to 1997, both Taco Bell and Doritos were under the same corporate umbrella within PepsiCo until PepsiCo spun off its restaurant business into what would eventually become Yum! Brands.

In March 2012, a new line of Doritos were introduced: Doritos Jacked. The chips are 40% larger than standard Doritos.[37]

In March 2013, Doritos redesigned its packaging and logo as part of its first global marketing campaign. The “For the Bold” campaign will use crowdsourcing initiatives from 37 countries, emphasizing Dorito’s focus on its consumers “living for the moment” attitude. The campaign kicked off at the South by Southwest Music Conference.[38]

In April 2013, Doritos released Doritos Locos Chips with Nacho Cheese and Cool Ranch to match the Taco Bell campaign.

Ingredients

The plain chips are made of ground corn, vegetable oil, and salt. Other ingredients vary across the flavored chip varieties. Doritos made for the US market generally do not use pork derived animal rennet in the making of the cheese flavorings used on the chips.[39]

In 1996, The Onion, a satirical newspaper and website, featured an article with the headline "Doritos Celebrates One Millionth Ingredient", The article, while obviously false, lampooned Frito-Lay for the sheer number of ingredients found in Doritos.[41]

See also

References

  1. ^ Arch West obituary, Washington Post, September 26, 2011
  2. ^ a b "PepsiCo's History Timeline". Retrieved 2007-07-02.
  3. ^ Gustavo Arellano (2012-04-05). "How Doritos Were Born At Disneyland — Page 1 - Food — Orange County". OC Weekly. Retrieved 2012-10-22.
  4. ^ a b Collins, Glenn (November 3, 1994). "Pepsico Pushes a Star Performer". New York Times. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  5. ^ a b Collier, Gene (January 7, 2004). "An expert weighs in on the Dorito case". Pittsburgh Post-Gazette. Pittsburgh, PA. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  6. ^ Van Riper, Tom (January 9, 2006). "PepsiCo to Zest Up Doritos Campaign". Forbes. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  7. ^ http://www.fritolay.com/our-snacks/doritos.html
  8. ^ "History of Frito-Lay Company – FundingUniverse". Fundinguniverse.com. Retrieved 2012-10-22.
  9. ^ "Doritos Sour Cream & Onion commercial". YouTube. 2007-09-04. Retrieved 2012-10-22.
  10. ^ http://www.wooba.com/reviews/rollitos/
  11. ^ "Collisions page at Doritos.com". Collisions.doritos.com. Retrieved 2009-07-15.
  12. ^ Doritos' X-13D web page (formerly at x13d.doritos.com)
  13. ^ "Endangered and Extinct: Taco Flavoured Doritos — General Topics — Chowhound". Chowhound.chow.com. Retrieved 2012-10-22.
  14. ^ "Snack Chat: Feeling Retro? Good. Doritos Taco is Back for a Limited Time!". Snacks.com. 2010-12-22. Retrieved 2012-10-22.
  15. ^ Koski, Genevieve. "Taste Test: Mountain Dew "Quest" Doritos". A.V. Club. Retrieved 2009-07-15.
  16. ^ "Doritos — The End". Frito Lay Canada. May 5, 2011. Retrieved May 5, 2011.
  17. ^ "Avery Schreiber, 66, Doritos Funnyman". The New York Times. 2002-01-09. Retrieved 2007-07-02.
  18. ^ ""Doritos Girl" Ali Landry Scorejgdhdfhs A Three-peat at Super Bowl XXXV in New Doritos Commercial". Archived from the original on 2007-06-13. Retrieved 2007-07-02.
  19. ^ "Memorable quotes for Wayne's World (IMDB)". Retrieved 2007-07-02.
  20. ^ Harris (1999), p. 112.
  21. ^ Horovitz, Bruce (February 1, 2002). "From zero to hero in 30 seconds flat". USAToday. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  22. ^ Elliott, Stuart (February 6, 2007). "Thanks to the Web, the Scorekeeping on the Super Bowl has just begun". New York Times. Retrieved 2208-11-12. {{cite news}}: Check date values in: |accessdate= (help)CS1 maint: postscript (link)
  23. ^ Viskowitz, Susan (February 16, 2008). "Super Bowl boosts digital sales for Petty and others". Washington Post. Retrieved 2008-11-12.{{cite news}}: CS1 maint: postscript (link)
  24. ^ "Doritos Super Bowl XLIII Commercial: Free Doritos!". YouTube. 2009-01-27. Retrieved 2009-07-15.
  25. ^ little known face is that the crystal ball was originally a "Magic 8 Ball" but Mattell declined permission to reference it's iconic toy in the ad thus the commercial was hastily re-shot using a snowglobe as a crystal ball. vnu_content_id=1003936924&imw=Y "null". Editorandpublisher.com. 2009-04-16. Retrieved 2009-07-15. {{cite web}}: Check |url= value (help)
  26. ^ "Doritos Super Bowl XLIII Commercial: New Flavor Pitch". YouTube. 2009-01-27. Retrieved 2009-07-15.
  27. ^ Doritos Ad Contest Raises The Stakes, Bruce Horowitz, USA TODAY, 09-10-09
  28. ^ "Doritos Guru — Talking Toys". YouTube. 2009-01-29. Retrieved 2009-07-15.
  29. ^ "Become the Doritos Guru". Doritosguru.ca. 2009-04-05. Retrieved 2009-07-15.
  30. ^ Highfield, Roger (2008-03-07). "UK astronomers to broadcast adverts to aliens — Telegraph". London: Telegraph. Retrieved 2009-07-15. [dead link]
  31. ^ "Colbert video from Comedy Central". Indecision2008.com. 2007-10-18. Retrieved 2009-07-15.
  32. ^ Schiller, Gail. "Doritos still the word for Colbert". The Hollywood Reporter. Retrieved 2008-03-20. {{cite news}}: Unknown parameter |deadurl= ignored (|url-status= suggested) (help) [dead link]
  33. ^ "For the First Time-Ever 'The Colbert Report' Hits the Road - 'The Colbert Report: Dorito's Spicy Sweet Pennsylvania Primary Coverage From Chili-Delphi". Retrieved 2008-04-04. [dead link]
  34. ^ Brown, Davis (8 February 2010). "Doritos wants chip-namers to go viral". Marketer News. Retrieved 23 February 2010.
  35. ^ Shapiro, T. Rees (2011-09-26). "Arch West, 97, invented Doritos for Frito-Lay". The Washington Post.
  36. ^ Chicago Sun-Times http://www.suntimes.com/business/10759056-420/taco-bell-doritos-teaming-for-ultimate-junk-food-treat.html. {{cite news}}: Missing or empty |title= (help)
  37. ^ "Doritos Unveils 56-Foot-Tall Vending Machine at South by Southwest to Debut Amped Up New Doritos JACKED Tortilla Chips". Frito-Lay North America. March 16, 2012. Retrieved 2012-04-14.
  38. ^ "Doritos launches first ever global campaign". Marketing Week. 8 March 2013. Retrieved 17 April 2013.
  39. ^ "U.S. Products Made Without Pork (Porcine) Enzymes". Frito-Lay. 2012-10-18. Retrieved 2012-10-22.
  40. ^ Nacho Cheese Dorito ingredient list at Frito Lay website
  41. ^ "Doritos Celebrates One Millionth Ingredient | The Onion — America's Finest News Source". The Onion. Retrieved 2012-10-22.

Bibliography

  • Harris, Thomas L. (1999). Value-Added Public Relations. McGraw-Hill Professional. ISBN 978-0-8442-3412-0.{{cite book}}: CS1 maint: postscript (link)
  • Smith, Andrew F. (2006). Encyclopedia of Junk Food and Fast Food. Greenwood Publishing Group. ISBN 978-0-313-33527-3.{{cite book}}: CS1 maint: postscript (link)
  • Stalk, George; Lachenauer, Rob; Butman, John (2004). Hardball: Are You Playing to Play or Playing to Win?. Harvard Business Press. ISBN 978-1-59139-167-8.{{cite book}}: CS1 maint: postscript (link)

External links

References

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