PepsiCo’s packaging design for its new limited-edition flavor, Doritos Coriander, dropping exclusively in Australia, embraces the divisive nature of cilantro. The vivid green palette and thick layers of leaves on the packaging boldly acknowledge the herb’s polarizing taste. The bag is adorned with macro-photography of cilantro, reinforcing the flavor profile. Typography on the packaging humorously declares it “deliciously fragrant and indulgently soapy,” encapsulating the love-hate relationship many have with the unique taste of coriander.
Fun fact: outside the United States, cilantro is called coriander. An even more fun fact? Some people think coriander (a.k.a. cilantro) tastes like soap.
Knowing cilantro is unapologetically divisive, we introduced 500 limited edition packs of Doritos Coriander in Australia. With a vivid green palette and thick layers of leaves, we didn’t shy away from causing a stir.
It’s the flavor you love to hate. And hate to love.
