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.
