In response, Doritos launched a campaign in which it picked five speeches from graduating seniors—judged on their speech’s impact and inclusivity rather than their GPA—to be featured in a social video campaign.

Frito-Lay invested in nostalgia by hiring Mindy Kaling, Jimmy Kimmel, and Matthew McConaughey to reintroduce 1990s snack Doritos 3D Crunch. In a spot for Cheetos, the company enlisted Ashton Kutcher and Mila Kunis, famous for their pairing on “That ’70s Show,” along with singer Shaggy, for a rendition of the latter’s 2000 hit “It Wasn’t Me.”

In August 2019, consumer packaged goods (CPG) brand Doritos played on this trend when it introduced an ad campaign that removed its brand name and logo from all associated messaging.