With the snack category continually adding new brands and new chip-like products, Doritos needed to defend its share of the aisle. A key weapon in the arsenal was limited time flavours.
Historically, limited time flavours created interest at the shelf and drove incremental sales. That tactic worked very well in 2014 when they brought back Ketchup-flavoured Doritos after 10 years. The flavour flew off the shelves and was sold out in five weeks - still popular after all those years in hiatus.
We brought back Ketchup in 2015, but...