It's definitely important for Doritos. Walk into a convenience store and you'll see a bazillion brands of chips, most of which are healthier or tastier than Dor

It's definitely important for Doritos. Walk into a convenience store and you'll see a bazillion brands of chips, most of which are healthier or tastier than Doritos. Yet time and time again people go for the old faithful brands. You stop doing brand advertising, that dries up.