In 2009, Canadians talked about the Doritos® Unidentified Flavour package because they had never seen anything like it before. Knowing Frito Lay Canada was launching Doritos® Viralocity in 2010 and a second Unidentified Flavour of tortilla chips, how do you stimulate the same amount of conversation and interest toward the bag?

Based on the brand personality and positioning, Shikatani Lacroix designed a bag that was uniquely different from the 2009 white packaging yet leveraged some of the equity while still being distinct. The dollar sign was maintained, with new design elements added to help invoke curiosity and entice consumers including the use of the gold as well as hot pink.