Snacks and beverages major PepsiCo India

has set up a new manufacturing line at its

Kolkata facility which will manufacture
Doritos in India.
In a statement on Friday, the company said it will source the
corn entirely from India for making its nacho chip brand
Dorito in the country as part of its “source from India”
commitment.

“Nachos is the fastest growing category in the Indian salty

snacks segment and Doritos is well poised to address this
robust demand by using locally sourced ingredients,” said
Jagrut Kotecha, V-P-Snacks Category, PepsiCo India. The
company has launched two made-in-India flavours-Nacho
Cheese & Sweet Chilli which will be available in three price
packs of ₹25, ₹50 and ₹100.

Doritos, present in over 55 countries globally, will be the third

Master brand in PepsiCo India snacks portfolio introduced
after Lay’s and Kurkure.

The company said that the nacho chip brand is targeted at the
Indian consumer aged 16-24 and will be marketed across
India through a mix of large format retail chains, e-commerce
platforms and neighbourhood stores.

About: “Doritos (literally, from Mexican Spanish doradito or

dorito: “turned golden”) is a brand of seasoned tortilla chips
produced since 1964 by the North American food company Frito-
Lay (a division of PepsiCo, Inc.).” (Source: Wikipedia)
Design by: Hornall Anderson
Ed.’s Notes: Yeah… I don’t know about that bolting triangle
destroying the “o”. See it on the bigger view of the logo and
before/after of the packaging below (or after the jump).
Relevant links: Full line-up of Doritos variations. Taquitos.net
redesign story (much more in-depth than I would ever care to get
about it).
In-depth explanation:
DORITOS®, a leading brand from PepsiCo’s Frito-Lay division, partnered with branding and design

firm Hornall Anderson to update its identity and packaging to create global harmonization and

unleash the power of the iconic brand.

Tasked with creating a breakthrough look and feel to activate the DORITOS brand narrative in a

highly consumer-relevant way, Hornall Anderson’s UK team visited many different cities across the

world to see how DORITOS was shopped and to discover how to best achieve an emotional

connection with its core demographic of teens and young adults. The team immersed itself in the

demographics’ visual world, analyzing key graphic trends in gaming, sport, grooming, fashion and

music, among others. As all findings were distilled, the team translated the consumer insight into a

design system and voice that could bring DORITOS to life on a global scale.

“The DORITOS target consumer moves fast, so when it came to the packaging, every element needed

to have a valuable well-defined role,” said Ali Whitely, Hornall Anderson UK Creative Director. “We

considered everything from photography, tone of voice and visual personality to create a bold and

inspiring look and feel. The new identity and package design brings to life the emotional equities of

the DORITOS brand and what it means to the consumer.”

With different cultures come different needs, resulting in the necessity of design elements that are

flexible enough to address any culture’s specific packaging requirements. Although many countries

have particular market nuances, the key equities are consistently leveraged on pack. Colors, chip

photography, logo and the proportions of the graphic elements were all designed to create a

harmonious and globally deployable visual translation of the brand and the brand purpose: Ignite

You.
“We are thrilled with the new design as it is our first step towards embracing a unified global

positioning for DORITOS,” said Taylor Jenkins, DORITOS Brand Manager. “Our design has been

elevated to combine the global energy with social share-ability that we feel will break through with

our core consumer.”

brand identity
By Anne Marie Mohan, Senior Editor


A design that is flexible enough to accommodate regional
preferences, yet rigid enough to ensure a harmonized
identity across the globe: that was the challenge set
before Hornall Anderson UK when PepsiCo’s Frito-Lay
division appointed the design firm in fall 2011 to create a
new global brand identity for its popular Doritos-brand
tortilla chips.
According to Alastair Whiteley, creative director for
Hornall Anderson UK, before the rebrand, international
and U.S. packaging for Doritos had two disparate brand
identities and multiple packaging variations. “We needed
find a solution for this global brand inconsistency,” he
explains.
Other goals were to activate the brand narrative, improve
the relevance of the brand for today’s global consumer,
and reestablish Doritos’ category leadership and cultural
distinctiveness. The starting point for the project was an
in-depth study of the brand’s core demographic—teens
and young adults. This included observing shoppers in
the retail environment, at stores in major cities around the
world.
“Shopping environments and packaging expectations can
be totally different across the globe,” says Whiteley.
“Seeing how the brand functions around the world makes
you realize the every detail is important. We sought to
establish what was unique to Doritos and how to best
achieve an emotional connection with their core
demographic.”
The firm also analyzed key graphics trends in gaming,
sports, beer, grooming, fashion, and music, from which it
learned that “the Doritos target consumer moves fast,”
says Whiteley. “We knew when it came to redesigning the
packaging, every element needed to have a valuable,
well-defined role. For the overall Doritos brand identity,
there needed to be a clarity and a boldness that would
resonate.”
The resulting package design was selected to create a
harmonious and globally deployable visual translation of
the brand and the brand purpose: “Ignite You.” The new
logo comprises the Doritos name intersected by an
electrified triangle graphic—which morphs the U.S. spark
and the international triangle brand elements into one—to
deliver the bold and dynamic aspects of the positioning,
while also drawing on the “D” of Doritos and the chip
shape. Chip photography is used as a core visual element
on-pack, while the packaging has been simplified for a
more vibrant look and feel.
One example of how the new package design offers
flexibility for regional requirements is the packaging for
DORITOS in the U.K. Whiteley explains: “In the U.K., the
sharing occasion is of particular importance, so the design
had to deliver a strong association between Doritos chips
and dips. The end result includes imagery of the chips
actually being dunked in the dips on-pack, where in other
markets, the dips are not included.”
Having a consistent global presence offers advantages to
both the brand and to consumers, Whiteley relates. For
Frito-Lay, by focusing on its overall brand story first and
foremost, other areas of marketing, such as advertising,
social media, etc., will become more streamlined and
efficient as well.
From a consumer standpoint: “Consumers have become
more global, and so they expect their favorite brands to
do the same,” says Whiteley. “No matter where in the
world a brand lives, success comes when consumers can
instantly and intuitively recognize and assign meaning to
it. Packaging serves as one of the key filters through
which consumers experience the brand, so there needs to
be a sense of consistency and relevance, no matter
where you call home.”
Taylor Jenkins, Doritos brand manager, says, “We are
thrilled with the new design, as it is our first step toward
embracing a unified global positioning for Doritos. Our
design has been elevated to combine the global energy
with social share-ability that we feel will break through
with our core consumer.”
New Doritos packaging for 25 SKUs launched in March in
the U.S., the U.K., and Mexico, and is continuing to roll
out in other parts of the world.
Positioning:
Positioned as crunchy, party snack
1. International taste perception
2.Numerous shapes and size and flavor variants
3.Aggressive brand backing by Pepsi Co
4. Very popular brand and available in many countries
globally
5. Excellent distribution and availability across stores
6. Good branding and visibility due to marketing
through TVCs and print ads
7. High quality product and attractive long-lasting
packaging
http://www.campaignlive.co.uk/article/superbrands-
case-studies-doritos/490185
 brand equity
#40 Frito-Lay
 Brand Value As of May 2017

 $13.6 Billion
Industry

Consumer Packaged Goods

Founded

1961

Country

United States

Website

http://www.fritolay.com

Employees

50,000

Sales

$11.2 B

Headquarters

Plano, Texas

Frito-Lay began as two separate companies in the early 1930s that merged
in 1961 to form Frito-Lay. It became a subsidiary of PepsiCo in 1965. Snack
foods produced under the Frito-Lay name include Lay's potato chips, Fritos
corn chips, Cheetos cheese-flavored snacks, Doritos and Tostitos tortilla
chips. Frito-Lay North America generates half of PepsiCo's annual
operating profit. Super Bowl 50 was the tenth and final year that Doritos
crowdsourced its pricey Super Bowl ad spots from aspiring filmmakers.

Strategies to increase brand value:

1. Analyse the taste preferences of areas where

Doritos is still not set its business.
 2. Expand business in more areas of world.
3. Attract more customers by sponsoring events.
4. Can make use of hoardings and kiosks to aware
people.
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