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About a month ago, I was rushing around my local supermarket in preparation for guests that were due at my house within the hour. But suddenly I was stopped dead in my tracks in the chip aisle.

Doritos Brand recently brought back my favorite flavor that had disappeared from shelves years ago. But what made the resurrection inescapable for me was that they re-introduced Taco Flavor in the original orange and yellow packaging (complete with ‘70s game show logotype) which was so seared into my subconscious from all those years ago.

I got goose bumps when I saw it. Why? Quite simply, it just took me back.

I even snapped a photo in the aisle and posted it to my Facebook page. How embarrassing. I should just change my relationship status to “Single. And Trying to Stay That Way.”

A lot of brands try to associate themselves with authentic (and perhaps nostalgic) moments in their consumers’ lives, but few have the history to do so.

But Doritos has spent years remolding their image into a modern, hip, and connected-to-today’s-youth brand, so the retro move was risky. What’s more is that they’re known to be a product and packaging innovator (“Collisions” and “X-13D Flavor Experiment” come to mind).

To not touch the original packaging for their re-launch took guts. I applaud Doritos for not doing anything this time around.

I also bought three bags.

Bronson S
Bronson S
Partner and Co-Creative Director

Bronson is a highly recognized creative director and art director who has created award winning print and broadcast campaigns for both local and national advertisers. He got his first taste of advertising at Della Femina McNamee/Pittsburgh where, as an assistant art director, he worked on Pittsburgh Brewing Company's Iron City and I.C. Light Beer campaigns, Stouffers Frozen foods and LaCroix beverages.

A few years later, Bronson departed Pittsburgh for Parsons School of design and a two-year stint as an art director at Young & Rubicam/Paris. There, he developed a taste for strong, black coffee and worked on campaigns for American Express, Kodak, Smirnoff and Virgin Megastores. After Paris, Bronson (no longer sporting a beret) joined Lindsey at Avrett Free & Ginsberg in New York City to work on campaigns for Meow Mix, Johnnie Walker Black Label, Crayola, Clairol, Mistic Beverages and George Dickel Whiskey.

Before co-founding Smith Brothers, Bronson served as vice president, chief creative officer at US Interactive (USI) where he supervised and produced corporate identities and ad campaigns for adidas, Columbia House, Comedy Central, The National Football League, Sprint Business, RCA, Unum Insurance, Deloitte & Touche and Martha Stewart.
Bronson holds a BFA degree from Ohio Wesleyan University.