Doritos
Encyclopedia
Doritos is a brand of seasoned tortilla chip
s created by Arch West
and produced since 1964 by the American food company Frito-Lay
(a division of PepsiCo, Inc.).
"Doritos" were released in the United States in 1964, the first tortilla chip to be launched nationally.
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. This made the chip the leading seller in the snack category, which also comprises cookies, crackers, cakes, and candies. 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 and 15% thinner. 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". 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 scrap 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.
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.
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.
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".
. Cool Ranch (known for a time as Cooler Ranch) flavor was released in 1986.
Five versions of 'Doritos Collisions,' which include two different flavors 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.
In the 1990s, in partnership with parent company PepsiCo's fast food brands, two new flavors 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 flavors were simply renamed taco and pizza, respectively, with the pizza flavor discontinued in some markets. At around the same time, due to the popularity of Frito-Lay's Tostitos
brand the unflavored Toasted Corn was briefly discontinued, then brought back. In 2007 in several markets, there was briefly a Nacho Chipotle Ranch Ripple flavor. In 2008 the Taco Bell flavor was temporarily re-released under the "Back by Popular Demand" label along with Four Cheese.
Also in the 1990s, Doritos had a flavor in Canada called Texas Tang. The flavor was only available for a few years before it was removed from their flavor line-up.
Numerous impromptu online support groups have sprung up over the years among devoted fans who miss the original Doritos Taco flavor formula. Reincarnations and relaunches of the Taco Doritos, including the recent "Back By Popular Demand" campaign, did not recreate the original Taco flavor(a sour cream flavor had been added to the formula around 1985). The taco chips included in the Zesty Taco/Chipotle Ranch "Collisions" bags were very close to the original, but were since discontinued in most of the country. In late 2010 the taco flavor 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.
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 flavor. The only flavor identification on these chips was "All American Classic". Rolland Smith was the founder of the variety of different flavors. He has created many flavors including cheeseburger, jalepeno, hot sauce, green peppers, etc.
In 2008, Doritos debuted a "mystery flavor" Quest with prizes being given as puzzles are solved. The mystery flavor was Mountain Dew
.
In 2009, Doritos released some new flavors 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" flavors (Blazin' Jalapeno, Fiery Buffalo and Scorchin' Habanero), cross promoted to "cool down" with Pepsi
's lime "Cease Fire", and the wasabi
flavored Mr. Dragon's Fire Chips. 2010 saw the introduction of Doritos to New Zealand and with it flavors including Nacho Cheese, Cheese Supreme, Salted, and Salsa.
In 2011 the original Taco flavor of Doritos was revived, returning to supermarkets. In spring, a Tapatio
hot sauce flavor was released. In February of 2011, Doritos Canada gave consumers the chance to write the end of a commercial surrounding two new flavors (Onion Rings n' Ketchup, Buffalo Wings n' Ranch), one of which was taken off shelves when the contest ended. The submission with the most votes was to be shot, and the flavor "destroyed" in that submission was to be taken off shelves. Submissions closed March 13, 2011 and voting closed March 27, 2011. The chosen ending was released on May 5, 2011, with Onion Rings n' Ketchup being the winner.
campaigns have included many television commercials featuring Avery Schreiber
, Jay Leno
, and Ali Landry
, as well as product placement
in movies, such as Wayne's World
.
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.
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.
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. 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.
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. 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. 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 (fiction
al) Doritos flavor called "Doritos Beer", which, as the name implies, is beer
-flavored Doritos, with each chip containing enough 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. 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.
For the Super Bowl XLIII as aired in Canada, Doritos aired the "Chip Hat" commercial 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. 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.
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." 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." In March 2008, Colbert partnered with Doritos, specifically the Spicy Sweet Chili flavor, to promote his Philadelphia-based coverage of the Pennsylvania primaries. Doritos sponsored Super Bowl
halftime shows in the 1990s.
In 2010, Doritos Canada launched a "Viralocity" competition, asking the public to name a new flavour 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.
In 2010, Doritos launched for the first time in New Zealand
with Nacho Cheese, Cheese Supreme, Salsa, and Salted flavors.
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. In 1961 when, while on a family vacation near San Diego, he found a snack shack selling fried tortilla chips. It is said that corporate response showed little enthusiasm to the tortilla chip idea, but more marketing research led to the Doritos release.
in the making of the cheese flavorings used on the chips.
Tortilla chip
A tortilla chip is a snack food made from corn tortillas, which are cut into wedges and then fried . Corn tortillas are made of corn, vegetable oil, salt and water. Although first mass-produced in Los Angeles in the late 1940s, tortilla chips are considered to be a Mexican food, known as tostados...
s created by Arch West
Arch West
Archibald Clark "Arch" West was an American marketing executive credited with the development of Doritos, a brand of seasoned tortilla chips. The successful snack food was marketed as an alternative to the more traditional potato chips. Doritos are now Frito-Lay's second best-selling item, bested...
and produced since 1964 by the American food company Frito-Lay
Frito-Lay
Frito-Lay North America is the division of PepsiCo that manufactures, markets and sells corn chips, potato chips and other snack foods. The primary snack food brands produced under the Frito-Lay name include Fritos corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla chips,...
(a division of PepsiCo, Inc.).
"Doritos" were released in the United States in 1964, the first tortilla chip to be launched nationally.
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. This made the chip the leading seller in the snack category, which also comprises cookies, crackers, cakes, and candies. 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 and 15% thinner. 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". 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 scrap 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.
Frito-Lay eliminated trans fat
Trans fat
Trans fat is the common name for unsaturated fat with trans-isomer fatty acid. Because the term refers to the configuration of a double carbon-carbon bond, trans fats are sometimes monounsaturated or polyunsaturated, but never saturated....
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.
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.
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".
Flavors
Doritos are sold in many countries worldwide in assorted flavors. The first flavor of Doritos was Taco Flavor in 1964. Nacho Cheese Flavor (Dorito's most popular product) was released in 1972, and for a short run at the end of the 1970s, the Sour Cream and Onion flavored chips were available, but were discontinued in the early 80s1980s
File:1980s decade montage.png|thumb|400px|From left, clockwise: The first Space Shuttle, Columbia, lifted off in 1981; American President Ronald Reagan and Soviet leader Mikhail Gorbachev eased tensions between the two superpowers, leading to the end of the Cold War; The Fall of the Berlin Wall in...
. Cool Ranch (known for a time as Cooler Ranch) flavor was released in 1986.
Five versions of 'Doritos Collisions,' which include two different flavors 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.
In the 1990s, in partnership with parent company PepsiCo's fast food brands, two new flavors of Doritos were introduced, Taco Bell
Taco Bell
Taco Bell is an American chain of fast-food restaurants based in Irvine, California. A subsidiary of Yum! Brands, Inc., which serves American-adapted Mexican food. Taco Bell serves tacos, burritos, quesadillas, nachos, other specialty items, and a variety of "Value Menu" items...
's Taco Supreme (incorporating a "beef" flavoring that was quite different from the original 1960s "Taco" incarnation) and Pizza Hut
Pizza Hut
Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including pasta, buffalo wings, breadsticks, and garlic bread....
's Pizza Cravers. After PepsiCo spun off its restaurant division in 1997
Yum! Brands
Yum! Brands, Inc. or Yum! is a United States-based Fortune 500 corporation. Yum! operates or licenses Taco Bell, KFC, Pizza Hut, and WingStreet restaurants worldwide....
, the flavors were simply renamed taco and pizza, respectively, with the pizza flavor discontinued in some markets. At around the same time, due to the popularity of Frito-Lay's Tostitos
Tostitos
Tostitos is a brand of tortilla chips and dips produced by Frito-Lay and introduced in 1979, with national distribution in the United States reached in 1981. They are made from all-white corn. Traditionally, Tostitos chips contain no extra flavoring or preservatives, and thus are advertised to be...
brand the unflavored Toasted Corn was briefly discontinued, then brought back. In 2007 in several markets, there was briefly a Nacho Chipotle Ranch Ripple flavor. In 2008 the Taco Bell flavor was temporarily re-released under the "Back by Popular Demand" label along with Four Cheese.
Also in the 1990s, Doritos had a flavor in Canada called Texas Tang. The flavor was only available for a few years before it was removed from their flavor line-up.
Numerous impromptu online support groups have sprung up over the years among devoted fans who miss the original Doritos Taco flavor formula. Reincarnations and relaunches of the Taco Doritos, including the recent "Back By Popular Demand" campaign, did not recreate the original Taco flavor(a sour cream flavor had been added to the formula around 1985). The taco chips included in the Zesty Taco/Chipotle Ranch "Collisions" bags were very close to the original, but were since discontinued in most of the country. In late 2010 the taco flavor 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.
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 flavor. The only flavor identification on these chips was "All American Classic". Rolland Smith was the founder of the variety of different flavors. He has created many flavors including cheeseburger, jalepeno, hot sauce, green peppers, etc.
In 2008, Doritos debuted a "mystery flavor" Quest with prizes being given as puzzles are solved. The mystery flavor was Mountain Dew
Mountain Dew
Mountain Dew is a citrus-flavored carbonated soft drink brand produced and owned by PepsiCo. The original formula was invented in the 1940s by Tennessee beverage bottlers Barney and Ally Hartman and was first marketed in Marion, VA, Knoxville and Johnson City, Tennessee. A revised formula was...
.
In 2009, Doritos released some new flavors under the banner Doritos Late Night: Tacos at Midnight and Last Call Jalapeno
Jalapeño
The jalapeño is a medium-sized chili pepper that has a warm, burning sensation when eaten. A mature jalapeño fruit is 2–3½ inches long and is commonly picked and consumed while still green, but occasionally it is allowed to fully ripen and turn crimson red...
Popper. They also modified the X-13D flavor as All Nighter Cheeseburger
Cheeseburger
A cheeseburger is a hamburger with cheese that has been added to it. Traditionally, the cheese is placed on top of the patty, but the burger can include many variations in structure, ingredients, and composition...
.
2010 saw the release of three successively spicy "Degree Burn" flavors (Blazin' Jalapeno, Fiery Buffalo and Scorchin' Habanero), cross promoted to "cool down" with Pepsi
Pepsi
Pepsi is a carbonated soft drink that is produced and manufactured by PepsiCo...
's lime "Cease Fire", and the wasabi
Wasabi
, also known as Japanese horseradish, is a member of the Brassicaceae family, which includes cabbages, horseradish, and mustard. Its root is used as a condiment and has an extremely strong flavor. Its hotness is more akin to that of a hot mustard rather than the capsaicin in a chili pepper,...
flavored Mr. Dragon's Fire Chips. 2010 saw the introduction of Doritos to New Zealand and with it flavors including Nacho Cheese, Cheese Supreme, Salted, and Salsa.
In 2011 the original Taco flavor of Doritos was revived, returning to supermarkets. In spring, a Tapatio
Tapatío hot sauce
Tapatío is a hot sauce, produced in Vernon, California, that can be found at many grocery stores in the United States. It rates 3,000 on the scale of Scoville units....
hot sauce flavor was released. In February of 2011, Doritos Canada gave consumers the chance to write the end of a commercial surrounding two new flavors (Onion Rings n' Ketchup, Buffalo Wings n' Ranch), one of which was taken off shelves when the contest ended. The submission with the most votes was to be shot, and the flavor "destroyed" in that submission was to be taken off shelves. Submissions closed March 13, 2011 and voting closed March 27, 2011. The chosen ending was released on May 5, 2011, with Onion Rings n' Ketchup being the winner.
Marketing
The brand's marketingMarketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
campaigns have included many television commercials featuring Avery Schreiber
Avery Schreiber
Avery Lawrence Schreiber was an American comedian and actor. He was a veteran of stage, TV, and film.-Biography:...
, Jay Leno
Jay Leno
James Douglas Muir "Jay" Leno is an American stand-up comedian and television host.From 1992 to 2009, Leno was the host of NBC's The Tonight Show with Jay Leno. Beginning in September 2009, Leno started a primetime talk show, titled The Jay Leno Show, which aired weeknights at 10:00 p.m. ,...
, and Ali Landry
Ali Landry
Ali Germaine Landry is a former Miss USA , model and actress. She is perhaps best known as the Doritos Girl from her 1998 Super Bowl commercial, and for her portrayal of Rita Lefleur on the UPN sitcom Eve. In 1998, she was named by People magazine as one of 50 most beautiful people in the world.-...
, as well as product placement
Product placement
Product placement, or embedded marketing, is a form of advertisement, where branded goods or services are placed in a context usually devoid of ads, such as movies, music videos, the story line of television shows, or news programs. The product placement is often not disclosed at the time that the...
in movies, such as Wayne's World
Wayne's World (film)
Wayne's World is a 1992 American comedy film directed by Penelope Spheeris and starring Mike Myers in his film debut as Wayne Campbell and Dana Carvey as Garth Algar, hosts of the Aurora, Illinois-based Public-access television cable TV show Wayne's World...
.
Super Bowl
Super Bowl
The Super Bowl is the championship game of the National Football League , the highest level of professional American football in the United States, culminating a season that begins in the late summer of the previous calendar year. The Super Bowl uses Roman numerals to identify each game, rather...
. 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
Mario Cuomo
Mario Matthew Cuomo served as the 52nd Governor of New York from 1983 to 1994, and is the father of Andrew Cuomo, the current governor of New York.-Early life:...
and Ann Richards
Ann Richards
Dorothy Ann Willis Richards was an American politician from Texas. She first came to national attention as the state treasurer of Texas, when she delivered the keynote address at the 1988 Democratic National Convention. Richards served as the 45th Governor of Texas from 1991 to 1995 and was...
. 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
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...
news program 60 Minutes
60 Minutes
60 Minutes is an American television news magazine, which has run on CBS since 1968. The program was created by producer Don Hewitt who set it apart by using a unique style of reporter-centered investigation....
, the two were often seen eating Doritos.
In 1998, Doritos cast former Miss USA
Miss USA
The Miss USA beauty contest has been held annually since 1952 to select the United States entrant in the Miss Universe pageant. The Miss Universe Organization operates both pageants, as well as Miss Teen USA...
Ali Landry
Ali Landry
Ali Germaine Landry is a former Miss USA , model and actress. She is perhaps best known as the Doritos Girl from her 1998 Super Bowl commercial, and for her portrayal of Rita Lefleur on the UPN sitcom Eve. In 1998, she was named by People magazine as one of 50 most beautiful people in the world.-...
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.
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. 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
Kina Grannis
Kina Kasuya Grannis is a Japanese American guitarist and singer-songwriter. She is of Japanese, English, Irish, French, and German descent....
, generated a lot of publicity, it ranked last in popularity among the program's ads.
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
Snow globe
A snow globe is a transparent sphere, usually made of glass, enclosing a miniaturized scene of some sort, often together with a model of a landscape. The sphere also encloses the water in the globe; the water serves as the medium through which the "snow" falls. To activate the snow, the globe is...
(believing it to be a crystal ball
Crystal ball
A crystal ball is a crystal or glass ball believed by some people to aid in the performance of clairvoyance. It is sometimes known as a shew stone...
) "predicting" that everyone in the office would get free Doritos, then subsequently throws the snow globe into a vending machine
Vending machine
A vending machine is a machine which dispenses items such as snacks, beverages, alcohol, cigarettes, lottery tickets, consumer products and even gold and gems to customers automatically, after the customer inserts currency or credit into the machine....
selling nothing but Nacho Cheese & Cool Ranch Doritos. The commercial was ranked by the USA Today Super Bowl Ad Meter
USA Today Super Bowl Ad Meter
The USA Today Super Bowl Ad Meter is an annual survey taken of television commercials by the USA Today newspaper in a live poll during the telecast in the United States of the annual professional American football championship game of the National Football League...
as the best ad for the year, earning the creators of the ad - Joe and Dave Herbert - a US $
United States dollar
The United States dollar , also referred to as the American dollar, is the official currency of the United States of America. It is divided into 100 smaller units called cents or pennies....
1 million prize. 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 (fiction
Fiction
Fiction is the form of any narrative or informative work that deals, in part or in whole, with information or events that are not factual, but rather, imaginary—that is, invented by the author. Although fiction describes a major branch of literary work, it may also refer to theatrical,...
al) Doritos flavor called "Doritos Beer", which, as the name implies, is beer
Beer
Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...
-flavored Doritos, with each chip containing enough alcohol
Alcohol
In chemistry, an alcohol is an organic compound in which the hydroxy functional group is bound to a carbon atom. In particular, this carbon center should be saturated, having single bonds to three other atoms....
as an equivalent of a 16 ounce can of beer. The executive making the presentation, eating the beer-flavored chips, ends up drunk
Drunkenness
Alcohol intoxication is a physiological state that occurs when a person has a high level of ethanol in his or her blood....
on the chips and is down to his underwear
Undergarment
Undergarments or underwear are clothes worn under other clothes, often next to the skin. They keep outer garments from being soiled by bodily secretions and discharges, shape the body, and provide support for parts of it. In cold weather, long underwear is sometimes worn to provide additional...
and a tie
Necktie
A necktie is a long piece of cloth worn for decorative purposes around the neck or shoulders, resting under the shirt collar and knotted at the throat. Variants include the ascot tie, bow tie, bolo tie, and the clip-on tie. The modern necktie, ascot, and bow tie are descended from the cravat. Neck...
by the end of the commercial. For Super Bowl XLIV
Super Bowl XLIV
Super Bowl XLIV was an American football game between the American Football Conference champion Indianapolis Colts and the National Football Conference champion New Orleans Saints to decide the National Football League champion for the 2009 season. The Saints defeated the Colts by a score of...
, 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.
For the Super Bowl XLIII as aired in Canada, Doritos aired the "Chip Hat" commercial advertising their new "unidentified flavor" chip flavor that offers a prize of CDN $
Canadian dollar
The Canadian dollar is the currency of Canada. As of 2007, the Canadian dollar is the 7th most traded currency in the world. It is abbreviated with the dollar sign $, or C$ to distinguish it from other dollar-denominated currencies...
25,000 + 1% of all associated sales to someone that can both name, and create an ad for the new flavor. 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
ADBOWL
ADBOWL is an online, real-time website that tracks what consumers think of the commercials that air during major television events such as the Super Bowl and the Academy Awards...
as the second best ad of the year.
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.Doritos was the main sponsor of Wolverhampton Wanderers
Wolverhampton Wanderers F.C.
Wolverhampton Wanderers Football Club is an English professional association football club that represents the city of Wolverhampton in the West Midlands region. They are members of the Premier League, the highest level of English football. The club was founded in 1877 and since 1889 has played at...
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
Stephen Colbert
Stephen Tyrone Colbert is an American political satirist, writer, comedian, television host, and actor. He is the host of Comedy Central's The Colbert Report, a satirical news show in which Colbert portrays a caricatured version of conservative political pundits.Colbert originally studied to be an...
's Nacho Cheese Doritos 2008 Presidential Campaign Coverage." 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." In March 2008, Colbert partnered with Doritos, specifically the Spicy Sweet Chili flavor, to promote his Philadelphia-based coverage of the Pennsylvania primaries. Doritos sponsored Super Bowl
Super Bowl
The Super Bowl is the championship game of the National Football League , the highest level of professional American football in the United States, culminating a season that begins in the late summer of the previous calendar year. The Super Bowl uses Roman numerals to identify each game, rather...
halftime shows in the 1990s.
In 2010, Doritos Canada launched a "Viralocity" competition, asking the public to name a new flavour 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.
In 2010, Doritos launched for the first time in New Zealand
New Zealand
New Zealand is an island country in the south-western Pacific Ocean comprising two main landmasses and numerous smaller islands. The country is situated some east of Australia across the Tasman Sea, and roughly south of the Pacific island nations of New Caledonia, Fiji, and Tonga...
with Nacho Cheese, Cheese Supreme, Salsa, and Salted flavors.
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. In 1961 when, while on a family vacation near San Diego, he found a snack shack selling fried tortilla chips. It is said that corporate response showed little enthusiasm to the tortilla chip idea, but more marketing research led to the Doritos release.
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 rennetRennet
Rennet is a complex of enzymes produced in any mammalian stomach to digest the mother's milk, and is often used in the production of cheese. Rennet contains many enzymes, including a proteolytic enzyme that coagulates the milk, causing it to separate into solids and liquid...
in the making of the cheese flavorings used on the chips.
- Nacho Cheese Doritos ingredients (US), in order of percent of product: whole corn, vegetable oil (corn, soybean, and/or sunflower oil), salt, cheddar cheese (milk, cheese cultures, salt, enzymesRennetRennet is a complex of enzymes produced in any mammalian stomach to digest the mother's milk, and is often used in the production of cheese. Rennet contains many enzymes, including a proteolytic enzyme that coagulates the milk, causing it to separate into solids and liquid...
), maltodextrinMaltodextrinMaltodextrin is a polysaccharide that is used as a food additive. It is produced from starch by partial hydrolysis and is usually found as a creamy-white hygroscopic spraydried powder. Maltodextrin is easily digestible, being absorbed as rapidly as glucose, and might be either moderately sweet or...
, wheat flour, wheyWheyWhey or Milk Serum is the liquid remaining after milk has been curdled and strained. It is a by-product of the manufacture of cheese or casein and has several commercial uses. Sweet whey is manufactured during the making of rennet types of hard cheese like cheddar or Swiss cheese...
, monosodium glutamateMonosodium glutamateMonosodium glutamate, also known as sodium glutamate or MSG, is the sodium salt of glutamic acid, one of the most abundant naturally occurring non-essential amino acids....
, buttermilk solids, romano cheese (part skim cow's milk, cheese cultures, salt, enzymes), whey protein concentrateWhey protein isolateA whey protein isolate is a dietary supplement created by filtering milk protein. Whey is a by-product of the cheese-making process...
, onion powder, partially hydrogenated soybean and cottonseed oilCottonseed oilCottonseed oil is a cooking oil extracted from the seeds of cotton plant of various species, mainly Gossypium hirsutum and Gossypium herbaceum...
, corn flour, disodium phosphateDisodium phosphateDisodium hydrogen phosphate is a sodium salt of phosphoric acid. It is a white powder that is highly hygroscopic and water soluble. It is therefore used commercially as an anti-caking additive in powdered products. It is also known as disodium hydrogen orthophosphate, sodium hydrogen phosphate...
, lactoseLactoseLactose is a disaccharide sugar that is found most notably in milk and is formed from galactose and glucose. Lactose makes up around 2~8% of milk , although the amount varies among species and individuals. It is extracted from sweet or sour whey. The name comes from or , the Latin word for milk,...
, natural and artificial flavor, dextrose, tomato powder, spices, lactic acidLactic acidLactic acid, also known as milk acid, is a chemical compound that plays a role in various biochemical processes and was first isolated in 1780 by the Swedish chemist Carl Wilhelm Scheele. Lactic acid is a carboxylic acid with the chemical formula C3H6O3...
, artificial color (including Yellow 6, Yellow 5, Red 40), citric acid, sugar, garlic powder, red and green bell pepper powder, sodium caseinate, disodium inosinateDisodium inosinateDisodium inosinate is the disodium salt of inosinic acid with the chemical formula C10H11N4Na2O8P. It is used as a food additive and often found in instant noodles, potato chips, and a variety of other snacks.-Use as a food additive:...
, disodium guanylateDisodium guanylateDisodium guanylate, also known as sodium 5'-guanylate and disodium 5'-guanylate, is a natural disodium salt of the flavor enhancer guanosine monophosphate . Disodium guanylate is a food additive with the E number E627...
, nonfat milk solids, whey protein isolateWhey protein isolateA whey protein isolate is a dietary supplement created by filtering milk protein. Whey is a by-product of the cheese-making process...
, corn syrup solids