AC Capehart/Marketing “Genius”

Created Thu, 02 Feb 2006 05:02:45 +0000 Modified Thu, 14 Oct 2021 14:31:47 +0000
199 Words

I told Carolyn’s voicemail the story of the forgotten wallet, and was therefore positively ebullient when she came home from work with two bags of Doritos. In snacking on these, I happened to read a little bit of the packaging. According to the bag, “It’s the only snack bold enough to call itself Doritos ® brand.”

Well, yeah. Any other snack that was “bold enough” to call itself Doritos would have the pants sued off of them by Frito Lay. And just to make that point, they make sure that the ®-symbol IS RIGHT THERE IN THE CLAIM! The word “Doritos” appears 6 times on the back of the packaging. And 5 times it has the ® symbol. The only time it doesn’t… is in THE URL! They want to be quite sure to protect the trade mark, while they taunt other chip manufacturers.

Oh, to be so bold. 😉