History of Doritos The journey of Doritos started originally and introduced at Casa de Fritos (now Rancho Del Zocalo), a restaurant at Disneyland – Anaheim, CA, USA during early 1960s and gained a high popularity, which later on noticed by Archibald Clark ‘Arch’ West, Vice President – Marketing, Frito-Lay at that time and came into commercialization. Logo for the Frito Lay’s iconic chip brand, ‘Doritos’ have been evolved from time to time to keep attracting the customers by symbolizing their ‘triangular’. In 2019, Doritos drove a new marketing campaign, in which the advertisement was missing on a key feature, the LOGO of the brand.

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2. Product History
Product type Tortilla chip
Owner Frito-Lay / PepsiCo.
Country United States, Mexico
Introduced 1964 / 56 years ago
Markets International
Tagline For the bold
Website doritos.com US
doritos.co.uk UK
The journey of Doritos started originally and introduced at Casa de Fritos (now Rancho Del Zocalo), a restaurant at Disneyland –
Anaheim, CA, USA during early 1960s and gained a high popularity, which later on noticed by Archibald Clark ‘Arch’ West, Vice
President – Marketing, Frito-Lay at that time and came into commercialization.
1964 - Arch West made a deal with Alex Foods, the supplier at Casa de Fritos, and started production
there for a short time. Later on, the production moved to the in-house facility at Tulsa, OK plant.
1966 - Doritos was released nationwide and became the first tortilla chip to be released in USA.
1993 - Doritos had $1.2 billion in retail sales, counting down to one-third of total revenue for Frito-Lay
that year.
1994 - Frito-Lay invest $50 million to redesign Doritos to make it 15% thinner and 20% larger,
rounding the edges of chips.
In the years of 90s, direct competition to Doritos were local restaurants itself, who made tortilla chips
larger, with strongly seasoned flavours.
1995 - Doritos launched its redesigned chips with an induction of 4 different flavors.
2002 - Doritos (USA) had eliminated trans-fat from all its varieties and made efforts to comply with
U.S. Food and Drug Administration labelling regulations, i.e. 4 years before the regulations became
mandatory.
2003 – Company got sued by Charles Grady saying that his throat got damaged by swallowing Doritos.
Later on, Pennsylvania Supreme Court filed the judgement in favour of Doritos.
2005 – Total sales fell by 1.7% to $595 million.
2006 – To cover the loss of 2005, Doritos launched more flavors, new label and concentrated on
bilingual advertising and described it as most significant rebranding and relaunch of Doritos’ 38 year
history.
2013 – Doritos logo was changed again and the slogan ‘FOR THE BOLD’ was adopted.
2015 – Introduced a limited edition ‘Rainbow’ Doritos product to support LGBTQ community and
raised $100,000 for the organisation. Finally, met a controversy.
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3. Logo for the Frito Lay’s iconic chip brand, ‘Doritos’ have been evolved from time to time to keep attracting the customers by
symbolizing their ‘triangular’
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4. Flavors
Introducing new flavors with a mix of marketing and promotional strategies, supporting particular causes time to time was the
key factor to keep the brand alive.
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5. In 2019, Doritos drove a new marketing campaign, in which the advertisement was missing on a key feature, the
LOGO of the brand
In this ad, Doritos represent itself with a plain bag,
full of chips, without logo or a brand name.
Rachel Fernando, Senior VP of Marketing at Frito-
Lay, stated to Wall Street Journal that, “There's a
desire to almost reject traditional advertising.“
The campaign is designed to target Gen Z, aged 8
to 22, who, according to Frito-Lay, are not big fans
of branding, naming and labelling things.
Doritos changed their tagline to ‘For the Bold’
taking it to the ‘Another Level’ in the campaign.
As of 26 August 2019, Doritos will remove its logo
and replace it with a triangle design with the line, “
Logo Goes Here”.
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6. Marketing Campaigns for Doritos have included many TV commercials, strategically launched at events like SuperBowl and
MTV Video Music Awards, featuring Avery Schreiber, Jay Leno, Ali Landry, Morgan Freeman, Peter Dinklage, Change The Rapper
and Backstreet Boys along with some product placement in movies.
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7. To target Gen Z, Doritos partnered up with online platforms UPROXX and NTWRK where 80% of the users are of age 18 to
24, alongside YouTube Ads and other social media.
• Doritos also launched and promoted this campaign an advertisement, incorporating an
American Rapper and musician, A$AP Ferg, at MTV Video Music Awards 2019 with the
support of Viacom Velocity which boosted the ad during the show.
• During VMA show, Viacom dusted Doritos ad during various touchpoints, from the Red
Carpet, through main show and in between socials. And the viewers can interact via Twitter
Stan Cam
• Doritos partnered up with Snapchat to create a new triangle filter where users can be
able to ‘triangle’ themselves.
• During this MTV VMA Campaign, the key objective owas to reignite symbol status and
drive talk an incentive around the dispatch of "Another Level".
• As a result, brand awareness increased by 76% amongst VMA users on various
platforms, and 67% of non-VMA-viewers.
• Purchase consideration rose to 93%.
• By the image of A$AP Ferg, 70% viewers got interested in Doritos with more than 82%
recalling the integrations.
• Overall, 7 out of 10 viewers reached to buy Doritos, which broke all the past records.
• With the partnership of American Rappers, A$AP Ferg and J.I.D., who promoted Doritos
on their social media platforms including Facebook, Twitter and Instagram, catered 13M
impressions and 1.45M views for the ad.
• Viewers also appreciated the placement of Doritos in pop culture and music industry.
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8. References and Citations
• Bruell, Alexandra. “Doritos Bets Consumers Will Recognize the Brand in Its Logo-Free Ad.” The Wall Street Journal, Dow Jones &
Company, 26 Aug. 2019, www.wsj.com/articles/doritos-bets-consumers-will-recognize-the-brand-in-its-logo-free-ad-11566815400.
• Diaz, Ann-Christine. “Doritos Drops Its Logo and Name in Latest Campaign.” Ad Age, 26 Aug. 2019, adage.com/creativity/work/doritos-
drops-its-logo-and-name-latest-campaign/2193506.
• “Doritos ‘Another Level’ + 2019 MTV VMAs - The Shorty Awards.” The Shorty Awards - Honoring the Best of Social Media,
shortyawards.com/12th/doritos-another-level-2019-mtv-vmas.
• Handley, Lucy. “Gen Z Doesn't like Branding, so Doritos Tries a New Approach.” CNBC, CNBC, 27 Aug. 2019,
www.cnbc.com/2019/08/27/doritos-launches-ads-with-no-logo-and-no-brand-name-to-attract-gen-z.html.
• Nudd, Tim, et al. “Doritos Ditches Its Name and Logo in 'Anti-Ad' Campaign for Gen Z.” Muse by Clio, musebycl.io/advertising/doritos-
ditches-its-name-and-logo-anti-ad-campaign-gen-z.
• O'Brien, Kyle. “Doritos Removes the Name from Its Logo to Appeal to Gen Z in 'Another Level' Campaign.” The Drum, The Drum, 26
Aug. 2019, www.thedrum.com/news/2019/08/26/doritos-removes-the-name-its-logo-appeal-gen-z-another-level-campaign.
• “Why Doritos, Diet Coke and Cadbury Are Stripping the Words Out of Their Logos • Braithwaite Communications.” Braithwaite
Communications, 23 Sept. 2019, gobraithwaite.com/why-doritos-diet-coke-and-cadbury-are-stripping-the-words-out-of-their-logos/.
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• https://www.ispot.tv/ad/oz0V/doritos-vma-so-many-moments-featuring-aap-ferg
• https://youtu.be/tbwoKm5U0tM
• https://youtu.be/SUI_yEVyLyg
• https://youtu.be/2l8e6TfPSNI
• https://youtu.be/Q6qchztaw9g
Web Links to Commercials Thank You

9. Appendix - Traffic Overview for Uproxx
Traffic Sources
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