I know — what about we create Doritos without the crunch and less flavour dust stuff and make the packets small enough to fit in a handbag?”

said someone somewhere — possibly after a few Friday night drinks at Pepsi HQ. “Women are going to love it!”

After Doritos recent announcement to create a range of ‘lady chips’ I was tempted to raise a Doritos-dusted finger salute to the most stupid thing since Bic’s lady pens, but that won’t help the problem.

Its time to call them in, not out

Indra Nooyi, the CEO of the Doritos parent company, PepsiCo, reported that men “like to lick their fingers with great glee” and to “pour the scraps from the bottom of the bag into their mouths.” Women apparently, don’t. It was from this insight the idea to create the new chips was born.

Full marks for recognising women are an audience with needs that need to be meet and for responding to customer feedback. But misjudging your audience so spectacularly in this data driven world seems, at best, lazy and at worse, patronising.

A quick poll of my adult chip eating women friends revealed that when at home alone on the couch watching Netflix, the crunch of the chip is not a problem. More than half responded they have enjoying tipping back their heads and eating the flavour dust.

The problem is not the product. The problem is perpetuating gender stereotypes that demand women be ‘silent’ i.e. keep the crunch low and ‘clean’ no licking of lips or anything else.

In 2017 the role and treatment of women became a very public and mainstream conversation that has permeated almost all walks of life. From politics, Hollywood, and the workplace, to the rugby and AFL fields, women took hold of the gender tree and gave it a much-needed shake.

Does the world need crisps without crunch? Do women place this high on the top of the “things that need to change to ensure equality is a real thing” list? I’d argue, no. What could Doritos have done differently?

Give us a call.

At Double Denim, we specialise in strategic communications for women.

To better understand the modern-day woman, Double Denim commissioned a survey to investigate the similarities and differences in the values, emotional states, consumer styles, gender perspectives, household responsibilities and decision influence of women.

It showed that the value of women needed to be better recognised and better understood. The time has come to stop treating women as a ubiquitous segment, and to acknowledge both the differences and similarities amongst women. This deeper understanding enables us to help businesses authentically engage with women and better inform their decision-making.

Getting this right at the start saves heartache or in this case, stomach ache in the long run.

If Doritos had brought this insight to Double Denim the first thing we’d do is to dig deeper into the ‘why’ and create a solution to answer that. With women controlling over 89% of purchasing decisions there is a huge opportunity to show the world that Doritos cares about women. From fixing the gender gap at PepsiCo, to sponsoring and supporting women’s charities, to creating a campaign that makes it totally okay for women to enjoy the crunch, we’d get stuck into finding a solution that is genuine and gets talked about for all the right reasons.

If you want to unlock the potential of marketing to women, please drop me an email [email protected]

*Puts down packet and wipes hands*