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Thursday, May 10, 2007 

Doritos: X-13D Campaign

I love a good advertising gimmick. I have spent too many hours in war rooms with slightly insane and terribly talented creatives to miss a mentionable effort. In case you bought a bag of Doritos at your corner store in the last couple days (which I do often - in love with the new BBQ flavor dipped in mexican cheese dip from the restaurant on my corner), you may have seen the generic black bag labeled "X-13D".

On the bag is printed:
"This is the X-13D Flavor Experiment."
Receive additional instruction at snacksstrongproductions.com or text 'X-13D' to 24477 ('CHIPS')."

Any agency who tries to pull a packaging or otherwise meaningless marketing stunt is an immediately absorbing opportunity, so I shell out the 99 cents...
-- eat some chips
-- tangy
-- eat more chips
-- strange this is not so mexican
(I am an EXPERT AT MEXICAN)
-- omgwtflol i know exactly what this tastes like!

I had to respond via the super forward thinking method of short-code sms communication, and quickly found out the actual promotion does not begin until 05/13.
My attention span these days does not last that long, so for anyone who may Google this, the answer to Frito Lay Corp's question is the following:

McDonald's cheeseburger - specifically the bite with pickles and onion pieces.

I dare you to buy it and tell me I am wrong. Usually, I am wrong, however THIS time I am fracking positively beautifully correct.

We disagree. We feel a more accurate reflection of the taste is a Burger King Whopper dipped in tartar sauce and smothered in mustard. It tastes like we're eating a fish sammich. Like you.

I bought a bag yesterday after seeing it with one of my co-workers. We waited until today to break it open. It has an odd bite to it, but after a few chips, everyone in the office agrees that it is a cheeseburger. The bite is the vinegar of the "pickle"... When you said McD's cheeseburger, that is right on. Next thing you know, we will find a clown on the bag!

Hey, gamer! I got here when I was googling "X-13D," trying to ascertain whether my tastebuds are correct. I keep going back and forth as to whether this tastes like a Whopper or a Mickey-D's, and I'm going to have to say your assessment seems the right-er to my palate.

At first I thought that it might be a tartar sauce type flavor as well, but the more I thought about it the more it seemed like a Burger King chicken sandwich.

McDonald's Cheeseburger sounds somewhat likely too though.

100% agree. Thats the same thing that popped in my mind when i tasted it. The onions/pickles on a mcdonalds sandwich, i cant find where to suggest the names at though...

Big Mac.

OMG!!!!...this does taste like a Mc Donalds cheese burger!!!!!!!!!!

First I thought it was salt & vinagar...then the cheese burger flavor and that fit.

McDonald's cheeseburger is the exact flavor!!!!!!!!!

It's got the 'flame-grilled' flavor of the Whopper, but the pickle flavor of a McDonald's cheeseburger... Hmmm... I do taste some onion...

the chips taste like the special sauce on a big mac the thousand island dressing with relish stuff

I bought a bag myself and my children and I agree that its got a mustardy,pickle taste. Not sure about it tasting like a McDonalds cheeseburger because I dont eat them, but it very well could.

On first bite, my husband said, "Hamburger with onion." When I read him Kat's McD suggestion, he said, "Yup." It's easy that we're on the cutting edge of a pop-ad sensation. When you picked up the bag, were you thinking of a big cross-brand promotion? Does it have to be McD or BK? How 'bout Wendy's? "Where's the BEEF?" Oh, and congrats on the great google placement, Kat! Woo-hoo!! And oh, the McD $1 DCB is my standard.

IDK IT TASTED LIKE A HOTDOG WITH ONIONS, KETCHUP, MUSTARD (SUPPOSEDLY DIJON), AND RELISH TO ME...

I'm confused...I thought we were suppose to go online and NAME this chip after tasting it?! What's the back of the bag say???? Something about free Doritos for a year if they use the name you chose, right?!

Ok, I immediatly tasted the meaty, steak-ish type taste, but after mauling them over, and reading what a few others have to say, I would definetly say they are the flavor of an "all american" hot dog, fixings and all. They have that tangy mustard, sweet relish kind of taste. I'm so trying to think of a name for them, but it's very strange to try and name a meat flavored potatoe chip!

Mcdonalds cheeseburger....they should call them Mcritos

Burger King Whopper fits the bill there...not sure about the tartar sauce though....hmm. Doritos "Crazy Cod" flavour to follow?

I knew the flavor right away. Really tastes like burgers that have ketchup, mustard and the lil diced onions. I personally don't eat hamburgers that way, but I can remember having them as a kid...either McDonald's or Burger King...leaning more to McDonald's!

It definately tastes more like a Whopper. It has that flame broiled taste.

THE SECRET CODE REVEALED!! X-13D
The 13th letter of the alphabet makes it X-MD. "Experiment-McDonalds"

THESE CHIPS SUCK!!!! BUT THE BAG IS COOL...IT TASTE LIKE A OLD CHEESEBURGER WITH BARBECUE SAUCE IN THE SUMMER.. EWWWW!!!

That's what I thought at first taste too... mom thinks it's just generic babeque, but nope... you're right. love the tech abbreviations too.

no one else is horseradish tasting?

It does not taste like any cheese burger I have ever tasted! If it is cheese burger, it's a crap burger!

To me it tasted like Tar-Tar Sauce...bad tar-tar sauce.

I got a 99 cent bag, and I could not finish the small bag.

WORST FLAVOR EVAR

All American Taste...Hotdog with all the works, chilli, cheese, onion, pickles, & mustard. That's what me and my family think it taske like.

Could someone please read the back of their bag and see what it says? I seriously thought we were suppose to TASTE the chips (everyone obviously knows its a cheeseburger) and then give them a great NAME. I thought there was a website where we were suppose to go and enter what WE think Doritos should NAME this new chip. Is that not right??

I can't find that flavor anywhere...is it only in the west coast?

Whole Corn, Vegetable Oil (...), Corn Maltodextrin, Salt, Sugar, Monosodium Glutamate, Sodium Diacetate, Natural and Artificial Flavors (including beef and wheat), Onion Powder, Whey, Tomato Powder, Modified Corn Starch, Cream Powder, Cheddar Cheese (...), Spices, Swiss Cheese (...), Monterey Jack Cheese (...), Hydrolyzed Soy Protein, Garlic Powder, Butter (...), Autolyzed Yeast Extract, Artifical Color(...), Mustard Seed, Beef Tallow, and Paprika Extract.

It's a Big Mac. No doubt about it. I have two names that I am going to submit...

It is indeed a Hamburger... they came into our store yesterday, I grabbed a bag and tried one... at first we couldn't quite figure out what it was. We tasted ketchup and other burger flavors, the dead giveaway is in the ingredients: "artificial flavors (including beef...)" So yeah the flavor is cheeseburger, I went to the site and entered

I'm on board with McDonald's cheeseburger, all the way. The pickle was definitely the first taste to come through, then the cheese, then the ketchup and mustard.

But really, it's all in the ingredients. Aside from the normal junk that most Doritos contain, you have: artificial beef flavor and beef tallow (re: fat), cheese, mustard seed, onion powder and tomato powder. Nuff said.

Could this be a cross-promotional deal between Frito Lay and Mickey D's, perhaps?

This is totally Pink Taco flavor. Viva la Nation! Cameron loves you.

I bought a bag last night..first chip i thought..hmm odd...second chip..,eww that dijon...3rd chip..done. this stuff is just nasty. After reading the review no wonder I hate McDonalds. Read the ingredient list, it listed beef tallow and mustard seed. WILL NOT BUY AGAIN.

I bought a bag of these last night...first ship i thought, hmm odd...second..eww dijon mustard..third chip..this is just gross. could not even eat another chip. After reading the reviews and hearing the McD theory, no wonder I do not like McDs. Ingredient list has beef tallow and mustard seed. These chips are not going to make it on the market.

I'd go one step further and say they taste like a Cheeseburger pizza with pickle.

Omg i thought i was crazy but i tried it and first though onion and thought...too common and the thought...pickle but again to common and read the all american classic and then i was like, lol MCDONALDS HAMBURGER!!!!! its like a weired hint of onion and pickle taste :-O! and i know for sure cuz yesterday i ate a plain mcdonalds hamburger and saw such a resemblancle!!!! and mcdonalds is wayyyyyy more a classic than burger king and mcdonalds is more popular too so it would make a bigger gimmik (The thought of a mystery flavor must be getting in some cash already!)

To submit your name go to www.snackstrongproductions.com and click on the X-13D sign. From here you can submit your suggestion. Thanks to all who are participating.

I think you missed the ball on this one. Jimmyco @ www.Jimmyco.com got it right when he said it is burger-like

I would have to agree with some of the others here. this is the worst flavor of doritos i have ever tasted.

In a nutshell, these chips taste like something that has already been thrown up. A pathetic excuse for a american icon like Doritos, to assume.

Salmon, tartar cause, and cheese if you ask me.

I'm really thinking BK, not McD. It's got that SMOKE flavor that BK adds, in addition to the pickles and mustard and all that jazz.

HAHAHAHA

I was handed a bag of these today, so I tried them.

That first chip tasted exactly like a cheeseburger with pickles and mustard.

Odd, too... I haven't had any meat in over 10 years. o_o


Thank you for posting this, otherwise I wouldn't have found such a collective of similarly-tongued people. d;

i tried this chip and dident think it ws that bad .
my kid loved them .
i hope they stay on the market.
and name them zingers
rose from michigan

p.s. there better then mac donolds

X-13D does not seem like a Dorito product!! Very bad taste!!!!!!!!!!

I thought it was very different; Like a back yard BBQ. Thats what I think you should name them.

Penny, Weed Calf.

Backyard BBQ'd cheeseburger with pickles and mustard. I actually like these things. Killer gimmick too. I don't think the flavor is either McD's or B. King as those both taste rather hellish to me. These chips taste more like the kind of burger you grill up yourself. I normally don't like the crazy flavor combos on chips but I was sucked in by the packaging and here I am google-ing 'em.
"All American Backyard BBQ™"

This could be nothing but a McDonalds Big Mac. I first went to the website posted on the bag. WOW! my clue was a picture of fries. Then i tasted it. Without any thought whatsoever, I said Big Mac! It couldn't possibly be anything else. You can practically taste the 2 all beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun. Its all there.

Have any of you thought that it might JUST be a cheeseburger? No cross marketing. No big companies. It has elements more common to your homemade burger than to any mass marketed fast food. It hasn't enough cheese for a McD double cheeseburger (plus the cheeses are not the same over proccesed american flavor.) It has both charred taste AND onion and dill... that locks out ANY normal fast food burger that I know of. It seems to me maybe they are going for the whole summer cookout thing.
Just a fat man's two cents.

it should be called " Grill Thrill"!!!!!

I Think It Should Be Called"Backyard Grill"!!!!

it is soooo good i think it should be called "Grilled Burger"!
I mean what else should it be called!!!!!!

I had my students taste the chips, It tastes like a cheese burger or a hot dog with the works. The students all say they would buy them, the staff all agree that they taste crappy.

i love these new Doritos. To me they taste like the 6 dollar burger from HARDEE'S You can taste the pickles, onion, tomato, lettuce, cheese..mmmmmm even the ketchup and mustard...

These chips smell like diarrhea with a prognosis of a dead cheeseburger. These are awful! Go back and don't ever try this stunt again. You're going to kill somebody with this mess. We are going to have a serious outbreak of chronic illnesses. Put MONTEREY JACK back on the market!!!!

I love the wonderful taste oF
Doritos X-13D.These great tasteing chips have 3 tastest.it has a mexican ,dill pickile ,sweet-n-sour flavor.It only took me 1 great flavor bag of Doritos X-13D to figure out that it had 3 flavors.Well i let my mom taste she said the flavor was dill pickel.my dad said it had a mexican flavor.i said it had a sweet -n- sour taste . Thats why you all should choose the name of swechee dordillas.

[[ Posted by Anonymous | 6:00 PM, May 15, 2007

THE SECRET CODE REVEALED!! X-13D
The 13th letter of the alphabet makes it X-MD. "Experiment-McDonalds" ]]

WOW! I think you ulocked the secret. Thats Awesome!

That is definitely a hamburger flavour, but I give you a hint, it's neither McDonald's nor Burger King. It tastes exactly like a White Castle burger, complete with two (very strong) pickles and carmelized onions.

i really like your x-13d chips.they taste so much like cheeseburgers.you should name them cheese-burgos by DORITOS.Thank you oneeyedog@earthlink.net

SUPER SIZE ME! haha

Wow, these Doritos do taste like a McDonald's Big Mac. I can't wait for the "fries and a Coke" flavored Ruffles.

Yup. "Cheeseburger" sums it up, which is right in line with the "All American Classic" tasting notes. Much more interested in the campaign...it made me buy a bag because it looked different than the overkill on the rest of the stuff on the shelf.

i totally agree with the McD's but its gotta be a Big Mac its got that special sauce taste its ok but i wouldnt buy another bag i like nacho cheese

My first thought was worchestershire sauce. Then I read beef tallow on the back and almost hurled. I can't see this flavor staying around too long.

It doesn't really matter what it is. It's absolutely disgusting. I've never had more repulsive chips in my life.

The first thing I thought when I tried them is that they taste like ketchup. Then, I tasted the pickle & mustard. The bizzare thing is the ingredients list they supposedly include 3 types of cheese: cheddar, swiss, & Monterey Jack. However, I cannot taste not even 1 of those cheeses. No cheeese at all!

I've been waiting 17 years for them to bring back JUMPIN'JACK DORITOS. Whenever they do, I will die a happy man.

taste just like McDonalds cheese burgers...

I think it is just a cheeseburger... why would doritos pay mcdonalds or BK for rights? It doesn't taste like EITHER burger people... McDonald's does NOT have a flame broiled taste and BK doesn't have the tang. It tastes like a burger you would make off the grill... its a summer flavor... it has a charcoal taste... tastes like a typical fresh off the grill burger to me.

Hasn't doritos had 13 flavors by now? If so that may explain the 13... it could also be the different flavors mixed in... I seriously doubt it has anything to do with McDonalds or it would be X-MD...

oh yeah it could also mean X-BD too... since 13 DOES make a B and a B could mean Experiment-Burger Doritos

When I first saw these chips I was reluctant to try them. I saw the words "All-American Classic" and the first thing that came to mind was Hot Dog. Afterall, I've had and seen variants of this before, such as Snyder's Hotdog with Mustard chips which have the power to stink up a vehicle in a matter of seconds, second only to beef jerkey. However, i figured the odds were against me. Doritos would never make hot dog flavored chips. I tried the X-13D and i tasted the mustard first. Then i checked the ingredients to see if my hot dog prediction was correct and i found "Beef Tallow." After reading the above posts, i have to agree and say it's either McDonald's or White Castle/Krystal's Cheeseburger.

Sorry, sweetheart, but it's actually a Wendy's cheeseburger.

Burger, yes.

But not McDonald's or BK.

More like Krystal or White Castle!

It's definitely an odd flavor, but I like it. Will buy again.

whopper

these chips are great they do taste like a mc donalds cheese burger good job guys

It's a cornchip with powdered big Mac sauce! extra pickly too. what will they think of next? I predict southern style fried chicken. Or maybe three course meal, like the gum in willie wonka and the chocolate factory...

I've had more than my share of McDonalds crap burgers. This doesn't taste like McDonalds.

This tastes like a burger fresh off the grill, seasoned just the way I like it with mustard and pickles. (I'm not tasting the ketchup. Probably a good thing, that.)

I agree with brandon, why would they use Burger king Or mcdonalds to sale chips?..saleing chips is what they do!, plus it doesnt taste anything like mcdonalds, mcdonalds doesnt have that flamebroiled goodness!!!...its just straight up "cheeseburger"
and there the most amazing chips ever created imma probably gaine 67 pounds from eating them i had a bag for breakfast this morning and plan on having some for lunch, possibly dinner too!!...yea that would be a cool name "back yard bbq'd cheeseburger"...just whatever there cheeseburger!!..and i love them like any other fat kid would....thank you Doritos!!!

taste like mustard and ketchup

i didnt like these at all >.<

Well, Doritos used Taco Bell when they initially changed their taco flavored chips, so cross-promotions are nothing new to them. BTW, the current taco Doritos suck compared to the ORIGINAL taco flavor, those were frickin great!

Anyway, I'm going with Whopper flavor on these...the dill pickle flavor stood out the most...I like these chips =)

My son who will eat anything chip, nearly gagged on this flavor. I'm thinking of using them as punishment in the future.

The x- 13d chips, taste like a mustard whopper with cheese with a hint of lime. Very tasty!
By alex dh

Ok- here goes.

Doritos are manufactured by Frito-Lay. Who is owned by PepsiCo. I'm guessing you can see where this is going, but why would Pepsi share a mass marketing scheme with a fast food resturant that refuses to sell it's products? That, imho, knocks out McD's, leaves us with BK (for the bigger markets). BK sells Pepsi products at most of it's resturants, but also, not all. So no BK either.

All american classic cheeseburger. Smoke and tang, fress off of the grill.

THIS CHIP IS THE BEST CHIP EVER IT IS GOOD CHEESE BURGER&picels FROM MCDONALDS

I THINK CHEESE BURGER&PICKELS FROM MCDONALDS

I LICK IT ITS LIKE A CHEESE BURGER&PICKEL MCDONALDS

My husband and I just got a bag and opened them tonight. After much frustration and deciding they tasted like those mustard pretzels, I Googled and found a different blog mentioning the McDonald's thing.

I immediately sent my husband out out get me a McDonald's cheeseburger... :)

How very spot on!

I bought these tonight. Granted it is 2 months after Kat's post. She is right one. McDonalds was the first thing that came to mind, specifically the ketchup-mustard-pickle then was obvious in the first bite. Then cheeseburger came to the forefront as the beefy and cheesy undertones came forward.

I bought them specifically because I loved the marketing campaign. The flavor is perfect for the "All American Classic".

Big KUDOs to Frito-Lay.

exactly on first bite i knew it was cheeseburger and the first place i thought of was mcdonalds=)

You know, upon a google search I came upon your little blog. At midnight in Chicagoland there's not much to do I guess. Well, you have hit this one RIGHT on the head! Me little group of friends have all come to the exact conclusion you have - it HAS to be McDonalds double cheeseburger (With Heavy pickle / mustard / or both?!?!?). It is certainly not a bad flavor by any means, after all this mega-bag I picked up is almost gone. Oh well, I will continue my search to decipher the flavor.

justhacked@comcast.net

McD's burger plus the 13'th letter is M so when u put it that way you get X-MD x for experiment md for mcdonalds

ya know my friend went to the store and came back with these. my responce to him was if had wanted a cheeseburger i would have asked for one, i really just wanted chips...

White Castle Slider! Double Cheese Burger with the works. That includes their mustard/ketchup/horseradish sauce.

it taste like pickles and maybe some vinegar in it, and it smells like a McDonalds cheeseburger with the onions and pickles and maybe some mustard in it to..

I have to say, while I agree it is a McDonalds burger, my palate tells me it is a Big Mac, right down to their special sauce!

How funny!! I had a bag of these about 3 weeks ago. After a long night of drinking and contemplating with some friends, I came up with the conclusion that the flavor was McDonald's cheeseburger. This site just puts the final nail in the coffin as far as I am concerned.

I was struggling with cheeseburger vs. hamburger for a while, but I would bet money that it is McDonald's!

TASTES LIKE A BURGERKING CHEESEBURGER!!!!!

Tastes like a BurgerKing Whopper

BKWHOPPER.

I'm not going to lie, I eat more double cheese burgs from McDonalds than I'd like to. X-13D leaves that cheap burger taste in the back of your mouth. Definitely a delicious chip and you could eat a whole bag and consume about the same amount of calories in one double cheese burg.

Well, we saw these at walmart and we were trying to find out what the flavor was so we opened them and tryied one, i was thinking it has that burger fresh of the grill pickely musterdy kind of taste,then i thought of the mc. donalds cheesburgers with the pickles mustered and the copped up onions.

I disagree, taste it again, MUSTARD and RELISH flavor! Seriously, it's Condiment flavored doritos.

I think it tastes more like an In N' Out burger with everything on it!
These are definitely good chips. We keep experimenting!

It's definitely Whopper. You can taste the flame broiled-ness.

It's the special sauce from a Big Mac that you're noticing, not just the burger flavor. Hence the tartar sauce notes.

The first few I ate, I was amazed at how closely they replicated a McDonald's cheeseburger. Then I thought about it as I ate a few more. Then put the bag away.

Haven't touched it in weeks. Probably time to throw em out. I just have no desire to eat another one.

Plain and simple.. who cares what they taste like, at this point doritos has the recipe and they need to release it.
Best doritos flavor yet.

agreed that they should BRING BACK MONTEREY JACK in the black bag.

and it's revealed now, it's cheeseburger. props to everyone else who guessed it.

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