PepsiCo, the parent company of Frito-Lay, is introducing an organic Doritos product to try and penetrate Whole Foods and alternative, natural supermarkets. Under the name Simply (in large letters) Organic (smaller letters) Doritos (logo), this product launch makes little sense. It is like jumbo shrimp. Sort of an oxymoron.
- It is like an inexpensive Cadillac, Lexus or Mercedes.
- It is like natural Coke, or McDonald’s is a place for healthy foods.
- Sorry, Snickers aren’t healthy, energy bars with natural ingredients. They are candy.
- Hummers can’t be fuel efficient,
- Ferrari’s can’t be family cars
- Volvo’s can’t be sports cars
- Four Seasons Hotels can’t offer cheap prices
- Tiffany’s can’t sell fake diamonds
Sorry, branding doesn’t work that way.
Organic Doritos
A brand gets to stand for a promise to a consumer. Doritos are not healthy snacks and with over billions in sales, don’t need advice from me. But trying to stretch the brand name into Whole Foods and organics, misses the point.
Doritos are a highly processed junk food. For those who regularly consume them, they are celebrated and appreciated for exactly what they are. Doritos aren’t part of a balanced diet. They are salty and primarily artificially flavored and preserved snacks. I’m not judgmental – just describing what they are.
They can’t also be healthy and good for you.
The brand’s promise is junk food, snack, salt, and flavor.
It can’t be both things at the same time. By diluting the brand and slapping SIMPLY on the label, they aren’t fooling anyone.
Brands Need to Celebrate What they Represent
I have been fortunate to learn from some great marketers in my day. When I worked on Slim Jim’s brand, a consultant named Lew kept saying to me, stop trying to make Slim Jim’s something they aren’t. Celebrate their greasiness and artificial junk food quality. Don’t run from it. If you want a healthier snack food, create another brand that can fit in its place.
I learned this lesson again in the wine closure world where another advisor named Brad would tell me to stop running away from the plastic, synthetic nature of the cork. It’s okay for a segment of the market, and you can’t be everything to everybody. Brands must stand for someone not everyone.
Doritos aren’t Simply Organic
In my mind, Doritos are a processed junk food that I will admit to occasionally eating. When I indulge, I don’t kid myself into thinking I am eating something healthy. If I want healthy, I’m eating fruit and vegetables and non-processed foods.
Will Simply Organic Doritos come home with you?
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Photo: Frito-Lay
