*"[Doritos are] uninhibited and irreverent ... If you think of [the] Doritos brand as a person, it would be a likable wise guy." —Roger Berdusco, Frito-Lay VP of marketing<ref name="collins"/> | *"[Doritos are] uninhibited and irreverent ... If you think of [the] Doritos brand as a person, it would be a likable wise guy." —Roger Berdusco, Frito-Lay VP of marketing<ref name="collins"/> |