The “Lady Doritos” are a perfect example of the way corporations and marketing firms don’t understand women, even when they are run by women, holds Heidi N. Moore of The Washington Post. Instead of addressing the underlying sexism and judgment of women, Doritos thought it could empower them by offering chips that they can eat without being noticeable. It’s a strangely out-of-touch effort to make women feel better while validating the strange and unfair ways that society treats them. If Doritos had more women in management and creative positions, this idea would have right been shelved long ago.
The backlash to the “Lady Doritos” idea is excessively judgmental and ignores the benefits of innovation from such companies, argues Ruth Graham of Slate. Chips have gone through a taste revolution in the past decade. Household flavors like salt-and-vinegar or Hint of Lime are the product of such experimentation. Creating tastes that everybody loves took several strange mistakes being made on the way. Doritos, which itself never used the term “Lady Doritos,” was simply discussing the preferences that many women reported. Responding to consumers’ comments is a habit that should be praised, not punished.