Doritos Gets a Bold New Look

January 10, 2006

New Packaging And Advertising Turns Up The Volume On Doritos

PLANO, Texas – Frito-Lay today unveiled new packaging for its popular line of Doritos tortilla chips. The new packaging with a revamped logo is designed to amplify the powerful crunch and bold flavor Doritos is known for. The exciting new look for Doritos is the latest update to the brand’s packaging since 2001, and will hit store shelves nationally in January.

“Throughout the brand’s history, Doritos’ packaging has evolved to reflect the changing tastes of our consumers,” said Joe Ennen, vice president marketing, Frito-Lay North America. “Doritos is a brand that is all about energy and confidence, and the new packaging clearly reflects this.”

To spark consumer discovery of Doritos’ new look, radio and online advertising will tout the brand’s change with ads bringing to life the idea that, “The crunch changes everything. What will it change in you?” The new advertising is designed to peak the curiosity of Doritos consumers and drive them in-store where the brand’s presence has also been redesigned to bring to life the energy of its bold flavors. At, consumers can register for the Doritos “Our New Look, Get Yours” consumer promotion for a chance to win pre-paid gift cards to shop for a “new look” of their own.

Doritos, which translated means “little bits of gold,” originally launched in 1966 and has since grown into one of America’s leading food brands with more than $1.5 billion in annual U.S. sales. Flavors include Nacho Cheese, Cool Ranch, Spicy Nacho, Black Pepper Jack, Guacamole, Ranchero, Salsa, Salsa Verde, Taco and Toasted Corn, as well as Baked! Doritos, Natural Doritos and Doritos Light – all of which contain 0 grams of trans fats.

The new packaging was conceptualized by Landor in San Francisco. The radio advertising was created by BBDO New York, and the online creative was developed by Tribal in Dallas.

Frito-Lay North America is the $10 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.