Dear Doritos,

I imagine right about now you are asking yourselves what happened. Why has your glorious decision of soft-ish chips, directed towards the females of the planet, been targeted by trollish harassment and mockery since its announcement. Somewhere, I imagine there is an R&D specialist who is gazing woefully at the trending hashtags of #LadyDoritos. They lurch every time the phone rings, expecting the call to be from their immediate supervisor, alerting them of their immediate termination over what can only be described as a social and cultural misstep that fails to recognize the needs of specific user groups and imposes values and desires on a specific group without proper consideration.

Somewhere, that R&D specialist is weeping into their bag of chips, making them soggy, gazing malignly at a bowl of orange mush vaguely resembling Donald Trump’s face in both skin and, I imagine, texture, wondering how did we get it so wrong?

                Was it the concept of soft Doritos? No. I know plenty of people who detest the sound of crunching chips. They equate it to a leaf mulcher eating human bones. To them, it is worse than finger nails down a chalkboard. There are others still, who hate the feeling of your equilateral products scraping the delicate corners of their mouths, cutting in like a foodie’s Glasgow smile. Some of us hate the feeling of chip bits falling down our shirts, getting caught in our bras or man girdles. We all have our neurotic likes and dislikes when it comes to our snack foods, but I’ll let you in on a secret for the general population…

Never once, when discussing my snack food choices with my coworkers, loved ones, or strangers on the train, have we ever considered semi-raw potatoes rolled in fake cheese and sodium as an appropriate alternative to our chip problems.

You know why, Doritos?

Because no one fucking cares.

Look around you. Look at the state of the world. Have you seen who the President of the United States is? Did you notice that there is still war and famine across the globe? Did you notice the opioid epidemic on your streets or take into account the rate of homelessness around you? You probably did, but like most corporations, you saw it as a by-product of the time and instead opted to focus your research and energy into a literal half-baked scheme that no one asked for.

                Least of all women.

And there’s your second issue right there. I’m not sure. Maybe your R&D group is a bunch of old white men raised on some cotton farm in southern Alabama where women still wear petticoats and do declare things with appropriately subdued enthusiasm, but the ladies I know are not marching for softer chips for our delicate lady palates.  Unless your Doritos are going to be extra absorbent when it comes to dealing with my period blood, or, I don’t know, fucking yogurt flavored (because apparently we are really into yogurt too), I could quite literally not give a single shit about the crunchy level of your product. I’m too goddamned busy worrying about, and coming to terms with, sexual harassment in the workplace, and the fact that my male coworkers are paid more than me, and the assholes that think me smiling at them is an invitation for them to call me things like “sweet cheeks” and “sexy” that, hey, if I don’t return in kind, suddenly turn into alarming forms of aggression and derogatory comments like the goddamned c-bomb or even fucking grabbing at me

                Who, just tell me who thought women wanted softer Doritos? Who thought, in an age marked by struggles for equality among gender and sexual orientation and race, it would be a great idea to market fucking slightly softer Doritos to an entire group of people. Are you shitting me? No, you’re not, though an over-indulgence in your product would certainly lead to plenty of distressing shits that I wouldn’t wish on my greatest enemy.

Here’s a better question for you.

Who asked you for this? And, follow up question, did they also ask you if you really think you should be vaccinating your kids? Because I’m guessing someone who shows the passion for one probably has enough time to waste on the other.

I understand as a snack product you need to stay on top of things. You have to keep up with trends and constantly be producing the next best thing. In a market saturated with delicious treats and snacks, it is vital that you are always in. Here’s an idea. Try a new flavor. Goddamned novelty flavors are all the rage. People love trying new, stupid flavors that they know will only be around for a short period of time. Hell, Japan has made a name for itself offering up weird-ass chip flavors that we can’t even dream of here in North America. You can be damn sure that if Doritos put out a Seafood Jazz Dorito or Cheesy Enchilada Dorito flavor people would eat that shit up. Again, literally. Lays has made a name for itself having contests about chip flavors! Doesn’t that seem like a good idea? That seems like a good idea to me.  Much better than trying to market an insulting snackfood to half the world who, just to remind you, never asked for it.

Times are changing, Doritos. You have to use a measure of social intelligence and recognize the values of the culture in which you are trying to market your product.

Spoiler alert: our current top ten values do not, and I would guess will never include slightly softer chips.

Sincerely,

Kathleen Sawisky Esq.