Night Time is the Right Time for Doritos

I believe great brands have a common trait: They are both timeless and contemporary.  Doritos is one of Frito-Lay’s brands that best fits this description, and Late Night -- the brand’s latest launch -- combines technology innovation and marketing magic to achieve both the timelessness of the Doritos name and the contemporary flavors that consumers crave.   

Frito-Lay launched Doritos nationally in 1966 (before my time at Frito-Lay), using superior manufacturing technology and marketing savvy to develop a great-tasting corn-based chip, flavored with cheese seasoning and named Doritos Nacho Cheese.  Before the launch, there was no such thing as “nacho cheese” flavoring in snack foods -- nachos was its own food!

In the last few years, Doritos’ growth has been fueled by further developments in sophisticated flavor technology and consumer marketing innovation.  We launched Collisions -- bags with two different flavors of chips inside -- as well as the Crash the Super Bowl consumer programs that encouraged Millennials (people born between 1980 and 1995) to take control and create an ad that could air during the Super Bowl. And this year, the winning consumer-created ad took the top spot on the USA TODAY Ad Meter!

It’s clear to me why Doritos is an American icon and a top-selling brand in supermarkets and convenience stores.  I believe that in 2009, Doritos will continue attracting long-time fans and grow in popularity with new fans as Doritos Late Night hits the market.  Late Night is available in two flavors, Tacos at Midnight and Last Call Jalapeno Popper, and both use a seasoning technology called “flavor plus.”

"Flavor plus has been a big success internationally for Frito-Lay, and now we're bringing it to the United States," says Michael Fox, the Marketing Manager on Doritos.  "Late Night delivers a rich multi-sensory experience -- there is a deep aroma combined with a multi-layered taste, the ‘flavor plus.’  In Tacos at Midnight, you can taste the sour cream, the meat and then lettuce –- the layers of flavor you taste when eating a taco.  We think it's the perfect snack for late-night studying."

To market Doritos Late Night, Michael says the TV advertising captures the inner-most part of the personality that tends to be revealed only at night.  In one TV ad, a beautiful young woman is driving through the city, and you see the city transform from day-time to night-time with each bite of Late Night she takes.  The new advertising starts at the end of April and will air on MTV, BET, Spike and other networks that Millennials watch.

While Doritos Late Night flavors have only been in the market for a few weeks, the word is quickly spreading among Doritos lovers.  There is a buzz already on Twitter, and Frito-Lay has received numerous compliments on the consumer hot line.  Tell me what you think of Doritos Late Night.

Comments

[Kristin]

Love the Taco flavor!
Is there anyone who knows who makes the shoes the girl is wearing at the end?

[Joe Shmoe]

Who is the actress in the Doritos Late Night commercial?

[diana cappetto]

how many requests does it take to bring back The Original Taco Flavor Dorito from the 70's. You have every flavor out there except for the one everyone desires and craves. If there is such a demand why isn't frito lay putting the Orgiginal Taco flavor Dorito on shelves again. That's mean and very unsatisfying to your consumers. PLEASE BRING THE ORGINAL TACO BACK!!!!!

[Lydia]

I'm quite upset with this so-called new-and-improved Taco doritos. They DO NOT taste like tacos. All I taste is Jalapenos and chili.. I want the old original Taco Doritos back! They were the best! They tasted just like tacos. These are too spicy and dont taste like tacos. please bring back the original.. please!!! because you just lost a customer...

[Karen]

Please bring back the original Taco flavored Doritos. I'll never understand why companies such as yours have to discontinue an obviously popular item or tamper with the recipe so that it becomes just a mere facsimile of what it was. Try going back to the original Taco recipe... you won't be disappointed.

[Jennifer]

I am so unhappy that I can't find my favorite original Taco Doritos anymore. Please tell me you have not discountinued them. Please bring them back!!

[Michael K]

Hi all -- the original Taco Doritos are still available, but only in certain parts of the country. Unfortunately, they just weren't popular enough for us to continue selling them nationally. But they are available in the Midwest (Nebraska, Iowa, etc.) and you can find specific locations using the "Where to Buy" feature on fritolay.com.

For those of you in areas where they don't sell the original Taco, I hope that you'll give the new Tacos at Midnight a try. I find them to have an authentic taco taste that's really terrific, and they are one of my new favorites. Thanks for sharing all of your comments!

[Tom A]

I bought a couple of bags of the "new" Taco flavor and ended up returning them to the store where I bought them. I have been eating Doritos for over 30 years but refuse to buy another bag until the "old" Taco floavor is brought back!!!!

[Cyborger]

Does anyone know the name of the song in the Late Night commercial? Seriously, how can FritoLay themselves not know?

[MIchelle J]

I LOVE THE NEW TACO DORITOS!!!! OMG, THE FIRST BITE AND MY TASTEBUDS BURST. I COULDA SWORE I WAS AT TACO BELL EATING A TACO!!! ITS AMAZING AND I TRULY HOPE YOU KEEP IT!

[Michelle]

I have to know what kind of car is the one that turns green in the commercial. I can't find it anywhere? Anyone know?

[Debbie]

The Late Night Taco Doritos are simply delicious! Also, I'd love if Human posted a link that would make the song from the commercial available :]

[Harry]

I found an extended fan version on YouTube here: http://www.youtube.com/watch?v=_z0DlFnSrRo

NOTE: IT'S NOT DONE BY HUMAN WORLDWIDE but it's still pretty good. Check it out.

[bobbie myatt]

i want the taco flavored doritos back the new ones suck havent you ever heard the phrase dont fix it if it aint broke !!!!!!!!

[Elizabeth]

I am a HUGE Doritos fan, but I haven't tried these yet because I haven't seen them at my local corner store. I just might have to stop by the supermarket later.

However, on another note. I don't know if there is already a post about these Collision Doritos. But they are FABULOUS. I think the Pizza Craver & Ranch is the sexiest thing I've tasted all summer. No joke. like... i could live off of them.

p.s. does anyone (lol including pb & j girl) think that Doritos will start making sweet flavored Doritos?

[Elizabeth]

OH and what happened to the Guacamole Doritos? Now THOSE were good.

and they have buffalo... are they gonna do BBQ?

[Kristin]

Elizabeth - thanks for loving Doritos! We do have a flavor called Spicy Sweet Chile that gives you a hint of sweet with the spice. You can check-out all of the Doritos flavors on our Web site: http://www.fritolay.com/our-snacks/doritos.html

[S]

Who ever posted this, this is a good idea.

"Why can't you do "Retro Doritos" and bring back the "original" taste of the 70's and 80's. Retro is the in thing lately, in music and movies why not in chips. Us children of the 70's and 80's want the original taste back when Doritos had a more taco flavor with a "hint" of cheese. Think about it"

Use it like the mcrib, shamrock shakes, and bring it back once a year like monopoly. It can be on cinco de mayo.

[kenzie]

i think they should put salsa back on the market, those were sooooo good. and i had an idea for one of the collisions ones, you should put ranch and tacos at midnight together. i know it probably doesnt sound that good, but when you have a craving for both like i do, you'll be thankful lol.

[Chris]

Please PLEASE PLEASE bring back the original Taco Doritos (or at least the Taco/Ranch Collisions you recently stopped selling). These "Tacos at Midnight" are pure crap and not worthy of the Doritos name. Please bring them back NOW!

[Calvin]

My most favorite flavor is the Last Call Jalapeno Popper. Only now I can't find them in my stores any more! Please Help! Where can I buy them? Please don't stop making that flavor.

[Kristin]

Calvin -- use the product locator on FritoLay.com to find stores near you that carry them! http://www.fritolay.com/our-snacks/where-to-buy.html

Happy snackcing!

[Doug Chapman]

I like the original Taco Doritos,Late Night is too spicy.I never got to try Ranchero doritos.