Student/PR

Know When You’ve Missed the Mark, Doritos

It hit the news earlier this week that Doritos planned to launch a new, ‘woman-friendly’ crisp and to say that they missed the mark would be an understatement.

Ultimately, feminism is about equality and what could contradict equality more than a modified crisp that doesn’t encompass the same manly crunch that current Doritos do. If it sounds ridiculous, it’s because it is and it would seem the PepsiCo brand have learned the hard way.

(What more, the proposed product was designed to be smaller and ‘handbag’ friendly, for those of us who are concerned about our tortilla chips not fitting in our bags at present – which, by the way, is nobody.)

I’m a big fan of commenting on current day marketing mess ups but this one has really topped the tables. Given the ongoing fight from feminists for equality in our present times, this has, if anything, just taken the mick. Will it affect the Doritos brand? I’m going to go ahead and say yes – the backlash has already called for PepsiCo to pull the proposed project and not go ahead with it, but will they see a reputation damage in the aftermath? It seems pretty inevitable to me.

With sensitive issues such as feminism and equality, people aren’t so forgiving and this controversial mess-up is bound to attach itself to the brand for the foreseeable future at least.

By now it’s pretty clockwork that brand rep. damage will almost always lead to the inevitable decline in sales and the loss of loyal consumers – it probably doesn’t hold the capacity to be business-dissolving but it certainly won’t be forgotten about for a while and won’t do PepsiCo any favours to say the least – wise up Doritos!

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