You're Doritoing It Wrong
by Nate Voss, (11 comments)
Dear Doritos,
We regret to inform you that your bag is wrong. We understand you’re using a new identity on your bags, and there seems to be an error on your Cool Ranch flavor where the “Cool” Ranch is actually on fire. We’re sure you meant to keep the flames at the top of the bag closer to your wonderfully blue color pallet. Because big red flames atop a Cool Ranch bag in an entirely cool color pallet named after a cool flavor is so off base we might actually stop dead in our tracks and take a photo of it at the grocery store. And that’s just crazy talk.
ps: if you switch it out real quick, it’s possible no-one will notice.
Comments (11)
Bennett said:
I noticed these new bags a week or two ago and had similar thoughts. Too much STEP cover designing to find time to post about it. When I first saw the bag, I went to their website and they still had the old logo. I thought it was funny that they had printed material out in the market without changing the most instant form of communication (i.e. the web). Obviously their website has caught up with their packaging now. From the website. “The DORITOS® brand has a whole new look.And to celebrate, we’re giving you the chance to score up to $1,000 from giftcertificates.com that you can use to get your own new look!”
The type treatment seems off to me. Looks more tech/web like rather than something edible. Maybe there should be a free video card for a PC inside each bag. No doubt that we will hear one of Tom’s “EXTREME” on the Design Cast. Am I being to harsh?
Posted on January 12, 2006
Michael Wagner said:
Carolyn H directed me to this blog; and this is the first post I read.
Love the disconnect observations - “the “Cool” Ranch is actually on fire”. And the operational disconnect between package and Web site (now since corrected).
Thanks for the posting!
Posted on January 12, 2006
clinton carlson said:
Last week, I came across the new design of the traditional “nacho” flavored Doritos, although I didn’t realize it was a new bag. In fact I turned down the Doritos because I thought they were “flaming nacho” flavored doritos…kind of like Mr. Pibb Xtra or the thousands of Mountain Dew flavors documented so well by our resident podcasters.
It wasn’t until a few days later, and a closer investigation (ie. reading the bag), that I realized these were actually the same “nacho” flavored Doritos I grew up devouring.
“Nice” work Doritos!… And I use “nice” in the same manner that you use the word “nacho”.
Posted on January 12, 2006
Lindsay said:
O my gosh. This is a hilarious post. You made my day. :)
I am wondering who is getting paid to come up with these ideas, becuase they should fire that person and hire me.
Posted on January 13, 2006
T said:
F-ing design snob
Posted on January 13, 2006
N said:
Whatever, man. It’s the wrong-est.
Posted on January 13, 2006
Lindsay said:
This is for “T” I was being facitious in my post about hiring me. Sorry you took it the wrong way.
Posted on January 13, 2006
Bobby Dragulescu said:
Yeah, the design sucks, but you know what? The design sucked before, too. In 6 months you’ll be used to it.
Posted on January 13, 2006
Jeff said:
I totally noticed the same thing just a few days ago at walmart. I thought it was pretty ridiculous. Humorous stuff.
Posted on January 13, 2006
Zoelle said:
I, like clinton, was actually turned away by the packaging. I also thought they messed with the formula. It seemed like a cross-pollination with Mt Dew.
Posted on January 25, 2006
'::michael nielsen::' said:
just got routed the jan 9th Brandweek and there is an article on this. and on the front cover (lower right)…yeah…fiery cool ranch. but no mention in the design flaw in the article of course. The rest of the designs work good though…especially fiery habanero…ok, thats the only one that really works.
Posted on January 26, 2006